Toy giant Mattel has signed on to create an action-oriented toy line for new Moonscoop toon Wild Grinders, created by US skateboarding pro/icon and MTV reality TV star Rob Dyrdek of Rob Dyrdek’s Fantasy Factory and Rob & Big fame.
Mattel plans to roll out the toy line to US mass-market retailers in the fall, while Moonscoop continues to seed the market for Wild Grinders – the full-fledged series launching in 2011 and drawn from Dyrdek’s own experiences as fledgling skateboarder growing up in Dayton, Ohio – with series’ shorts airing across multiple platforms, including online, mobile and Rob Dyrdek’s Fantasy Factory, currently in its third season on MTV.
The Mattel deal follows on the heels of the 2009 launch of a limited collectibles Wild Grinders line at Walmart, for which Dyrdek commissioned the designs. He says he intends to be fully involved in the new line and upcoming series and is providing the voice for Little Rob, the lead character of the series.
Cynthia Money, president of worldwide consumer products and marketing at Moonscoop, is now looking to build a broad licensing program targeting older boys around the property, including key interactive, home entertainment and apparel categories and will be meeting with prospective partners at Licensing Show in Las Vegas next month.