Hamleys at The Dubai Mall, the Middle East flagship store of Hamleys, one of the world's largest toy shops, has launched the sale of Ben 10 Alien Force merchandise.

This makes Hamleys the first and only toy store in the Middle East to retail toys and merchandise of the hugely popular cartoon character.

“Ben 10 is a huge craze around the world. Ask any child what their favourite cartoon character is currently, and the answer invariably will be Ben 10,” said Melanie Bouchaoui, store manager, Hamleys at The Dubai Mall.

“We are indeed proud to be the first and only toy store to offer the Ben 10 Alien Force merchandise in the region, and over the coming weeks, children in the UAE can expect a host of surprises featuring their favourite Ben 10 characters.”

“As for the launch, we are expecting a major buzz over this festive weekend as children will be eagerly waiting to get their hands on their favourite Ben 10 characters. Our advice to them would be, rush to Hamleys before stocks run out,” she added.

Ben 10 is an American animated television series that is produced by Cartoon Network Studios and broadcast by Cartoon Network. The story is about a ten year old boy, Ben Tennyson, who is almost hit by an alien pod.

In the pod, he finds ’Omnitrix’, a watch-like structure that bestows him the power to change into 10 unique alien heroes. Each hero is endowed by a distinct superpower.

Ben 10 Alien Force is set five years after the original series, and the storyline is notable for having matured the character and taking a darker tone, with more complex plots, and sometimes more characters dying.

Hamleys at The Dubai Mall is offering the complete Ben 10 package including the Omnitrix watch and figurines of the main characters - Ben 10, Humongousaur, Chromastone, Echo Echo, Swampfire, Goop, Big Chill, Jetray, Brainstorm, Spidermonkey and Ben 10 Action Cruiser. – TradeArabia News Service