When parent company Namco merged with Bandai to form Bandai Namco Games, one of the strategic corporate motives was to benefit from a synergy between one of the world's most prominent amusement games developers and a blue chip toy manufacturer. Merchandising has allowed Brent to take full advantage of the relationship having gained status as an official supplier of Bandai toys to the amusement industry.

Brent's portfolio of Bandai toys and gadgets includes some powerful big hitters amongst younger children. Lines include Ben 10, Pokemon, Tamagotchi, Power Rangers Jungle Fury, each with its own cult following and backed up by popular television series and an abundance of promotional paraphernalia.

This season's must have collectible, as Brent Electronic's sales manager, Steve Short points out, is Ben 10: "Not only a hit on the TV, he's also dominating UK toy sales. Shortlisted for the 2008 Licensing Award Finals, Ben 10 was voted 2009 Toy of The Year at the Toy Retailers Association annual awards held in January. The new range - Ben 10: Alien Force - is accompanied by the airing of a new TV series, itself no stranger to accolades with an Emmy Award under its belt."

He added: "Players are now so brand savvy that some are no longer satisfied with any old SWAG, instead preferring objects with a label or something that breaks the mold and wins kudos amongst their peer group."

One such example of the ground-breaking novelty offerings is Face Bank, another Bandai group (Banpresto) creation, available exclusively through Brent Electronic. This interactive coin-munching piggy bank has a built-in motion sensor which triggers an elastically simulated eating face, complete with motorised munching sound. Coins placed on the front it its mouth will be devoured in seconds.

Another of Brent's successful introductions to the range, confectionary has become a hugely popular choice amongst operators - to the extent that Brent Electronic now holds status as an 'official wholesaler' of Cadbury products. Steve Short explained: "The idea took root when we were asked to help sister company Brent Sales source supplies for some of its skill-based merchandising games Sweetland Premia, Clena-Flex and Barber Cut. We began with Heroes sweets, boxes and tins serving as jackpot prizes, and worked our way through the Cadbury range through to 1kg bars of Dairy Milk. These proved instantly popular as some of the items are only available seasonally through normal retail outlets and held a great deal of scarcity value, but we are now in a position to supply them year-round. The 'big chocolate' prizes have spurred Brent/Namco to develop dedicated set-ups for Clena-Flex."

Whilst Brent Electronic continues to meet customer needs with a full range of soft plus and electronic gadgets in the sub-£50 value bracket, the growing popularity of redemption has prompted the company to stock a wider range of higher value goods, catering for all tastes. Further facilitating this sector of the business, the company recently became the exclusive UK and European distributor of Deltronic ticket dispensers and eaters.

Steve Short concluded: "We've become something of a full service supplier to prize gaming operators; the more we keep adding to the range the more our customers come back to us looking for ancillary supplies."