DHX Brands has appointed Alpha Group US, a subsidiary of China’s The Alpha Group, as global master toy licensee (excluding Asia) for DHX Media’s original sci-fi competition series Massive Monster Mayhem.

The multi-territory deal will see Alpha Group develop Massive Monster Mayhem merchandise including inflatable role-play toys, dress-up items, action figures, radio-control toys, plush and board games. Launch dates are yet to be announced.

Aimed at kids ages six to 11, Massive Monster Mayhem is a hybrid series that follows three real-life kid heroes as they compete in challenges against CGI-animated monsters. The show is co-created by 7ate9 Entertainment’s founder Artur Spigel and Michael Chaves. Spigel also executive produces alongside DHX Media’s Steven DeNure, Anne Loi and Josh Scherba and Epic Story Media founder Ken Faier.

Season one premiered on DHX Television’s Family Channel in Canada and on Nicktoons in the US last October, prior to its global rollout on Nick International in January on the broadcaster’s Nordic, Australian and MENA channels. It will air on Nick in 140 territories throughout the year.

Massive Monster Mayhem has also expanded into digital gaming with the October 2017 release of Epic Story Interactive’s Massive Monster Mayhem Match app for iOS and Android mobile devices.

The global master toy license for Alpha Group US is the company’s second in a week, following a SpongeBob SquarePants CP deal with Nickelodeon.