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Monster Jam extends deal with Mattel, signs slate of licensing deals

Live Nation Motor Sports' Monster Jam has expanded its multi-year agreement with Mattel as its worldwide master toy partner.
July 24, 2008

Live Nation Motor Sports’ Monster Jam has expanded its multi-year agreement with Mattel as its worldwide master toy partner.

Mattel has signed on through 2013 and is working on a new line of replica Monster Jam vehicles based on more than 70 monster trucks, including Monster Mutt and Grave Digger. Additionally, the line will feature play sets and accessories, construction sets, board games, puzzles, plastic model kids, carrying cases, and ride-on vehicles.

Live Nation Motor Sports also announced today that 4Kids Entertainment, its global licensing agent, has signed a slate of new multi-year licenses for the property, including: Accessory Innovations (backpacks, luggage, lunch kits, headwear, cold weather accessories, back to school products, journals, stationery sets); H3 Sportgear (headwear and cold weather accessories; as well as boy’s and young men’s t-shirts, sweatshirts and combo packs); SG Footwear (children’s footwear to include athletics, casual shoes, hikers, beach shoes, boots, canvas, sandals, slippers, slipper socks, aqua socks, and molded footwear); Smilemakers (stickers distributed online and catalog to the healthcare industry); and Kellytoy USA (plush, playground balls, basketballs, vinyl novelty balls, hopper balls, boxing gloves, novelty sport sets, hoop sets for amusement and crane distribution).

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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