I think it is a very wise business decision. It is always important to diversify your product to different audiences. That, and I'm actually okay with Ben 10, I know the brand. (yah know what, they should have Star Trek)
Not particularly strong with any, but it will be interesting to see all these new brands in the store.
Not at all. It's a good idea to have a lot of allies in the business world.
N/A