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Ben 10 Alien Force Boutique Debuts at Toys "R" Us Times Square

For the second consecutive holiday season, Cartoon Network's hit property BEN 10 will have a major presence at Toys "R" Us Times Square with the installation of the BEN 10 ALIEN FORCE boutique. In November, the multi-category boutique will serve as a one-stop shop for BEN 10 ALIEN FORCE products at one of the largest destinations for holiday shoppers during the retail season. It will feature a wide selection of BEN 10 ALIEN FORCE action figures, vehicles, role play items, DVDs, video games and apparel based on the hit television series.

Upon entering the BEN 10 ALIEN FORCE shop, customers will be greeted by a wide range of products led by an all-new toy line from Bandai America, including 4-inch and 6-inch action figures, the all-new Ben 10 Alien Creation Chamber, role play items including the popular Ultimate Omnitrix, and vehicles like the Kevin's Action Cruiser and remote control car, which introduce vehicle play in to the product line for the first time.

A Nintendo Wii kiosk will be set up within the boutique, allowing video game fans the opportunity to play along the new interactive title BEN 10 ALIEN FORCE THE GAME from D3Publisher of America, which is the follow up to last year's best-selling BEN 10 PROTECTOR OF EARTH. The game allows players to lead eight different playable characters -- including Ben, cousin Gwen, enemy-turned-ally Kevin Levin and five brand new aliens -- to utilize their all-new super powers and defeat the intergalactic invaders. It will be available for PlayStation 2, Nintendo DS and PSP.

Also featured in the BEN 10 ALIEN FORCE boutique will be a range of new t-shirts from apparel partner Freeze and the BEN 10 ALIEN FORCE Volume 1 DVD from Warner Home Video.

Cartoon Network Enterprises and Toys "R" Us will promote the brand and boutique via several marketing vehicles. The Toys "R" Us Big Toy Book, the guide to hot holiday toys from the toy authority, will prominently feature the BEN 10 ALIEN FORCE brand and will include an exclusive, cross-category holiday promotion. Additional BEN 10 ALIEN FORCE promotions will launch throughout the holiday season with chain wide circular support.

At the Times Square flagship store, a full range of BEN 10 ALIEN FORCE products will be promoted via the "Geoffrey-tron" video screen throughout the month of November. Finally, the boutique will be highlighted by custom in-store signage and a window display on 44th Street. The display will be visible from the Macy's Thanksgiving Day Parade, generating additional exposure during that annual event.