Spin Master is steering into the world of off-road motorcycling, inking a deal with live-event producer Feld Entertainment to become the global master toy partner for sports brand Supercross.
Under the five-year agreement that kicks off in 2021 (expanding on an existing partnership for Monster Jam), Spin Master will launch a new line of Supercross-themed toys, with its first wave of vehicles hitting shelves in the spring.
Feld has previously expanded Supercross into video games and annual live events. The Florida-based company also manages live experiences, such as Jurassic World Live Tour, Sesame Street Live! and Trolls The Experience. Many of its live executions have been cancelled as a result of COVID-19, including the 2020 Monster Energy Cup Supercross. To address the lockdown fallout, Feld and Spin Master launched a Monster Jam-themed virtual summer camp so kids could gather at a social distance.