Cartoon Network Enterprises (CNE), the merchandising division of the leading kids channel in the Philippines, expects revenues to surge 40 percent in the country and across Southeast Asia for 2010, same as last year’s, due to its strong partnership on the air.

“It’s a very aggressive growth rate,” acknowledged Dulce Lim-Chen, CNE Asia Pacific vice president, adding that the Philippines is emerging as the strongest in toys sales after posting 89 percent growth in 2009. “This country is one of our highest and fastest growing market for toys.”

Filipino kids have made CNE’s Ben 10 Omnitrix and Ben 10 Alien Force Alien Chamber top selling toys in the Philippines in 2009. Throughout Asia Pacific, the Ben 10 franchise has experienced three years of consecutive growth with Ben 10 ranked as the number one boys action figure brand across Southeast Asia. Global Ben 10 toy partner Bandai has sold over four million Ben 10 toys in Asia Pacific alone. “The Philippines is a very exciting market and we’ll definitely expand Cartoon Network’s licensing footprint here,” she stressed. “The success of our Ben 10 range here is extremely encouraging. Kids are truly engaging with Cartoon Network and Ben 10 tops the list as a must-have brand. We have witnessed unprecedented growth in home entertainment, toys, publishing and gaming, making Cartoon Network a leading entertainment brand that truly animates Filipino kids lives.”

CNE targets four to fourteen year old kids and will soon offer new products from popular cartoon series, from toys, gaming consoles, home entertainment to accessories, clothing, footwear, and stationery. Significantly, CNE also reported a 64 percent growth in revenues from footwear and accessories in 2009. “Our strong content translates to products that we deliver,” Lim-Chen explained. “We make sure we have strong partners and have products with high quality. In the Philippines and Australia, we also have retail partners. Our retail business continues to be dominant.”

The secret of their success is simple. “We develop brands over the long-term. We continue to innovate. For as long as you have good content and good brands, consumers will buy them.” This year, CNE is lining up new initiatives, products and franchises. “We’ll have additional Ben 10 content and with our new partnership with Viva Video, one of the country’s leading home video companies, we’ll have strong local DVD and VCD content for Filipino kids.” Viva is exclusively launching Cartoon Network’s home video and movie series, including Ben 10 and Ben 10 Alien Force series and The Powerpuff Girls and Powerpuff Girls Z series.

Significantly, demand for home video is on the rise, with 1.5 million units sold in 2009. “Our partnership with Viva will mean that families can now own their own library of Cartoons Network favorites,” noted Lim-Chen

As for television, 40 million Filipino households own a TV set and Cartoon Network remains to be the leading cable television (CATV) channel in Asia. Specifically, it is seen in 1.3 million Filipino homes.

Worldwide, the channel is seen in 234 million homes in 166 countries and translated in 21 languages. Cartoon Network develops 3 to 5 new series each year at its CN Studios in Los Angeles, California.