The merchandise includes toys, apparel, activity books and bed linen. It will also promote the Ben 10 characters on the packs of the Nutrine Super Mahalacto candy and Kissan jams.
CNE India has tied-up with Giny & Jony to distribute apparel, with Eurokids for the books and with Portico for the furnishings. The company has also tied up with Berger Paints for DIY kits that can be used to decorate interiors with the characters from this show.
Apparel will cost between Rs 299-1,249, and are only for boys. The toys include figurines, including those that can be transformed, role play sets and alien labs. They will be priced between Rs 299 and Rs 2,499. The activity books, to be launched in November, will cost Rs 35 onwards while bed linen is priced at Rs 449 onwards.