Mattel and Feld Entertainment will continue to work together on the Monster Jam brand for a further five years, after the pair extended their global licensing agreement.
The renewal extends Mattel’s exclusive worldwide licensing rights to Monster Jam replica die-cast, plastic, feature vehicles, accessories and play-sets through to 2018.
Monster Jam is the largest touring monster truck propery in the world. It entertains over four million fans from four continents and ten countries with over 350 performances each year. It also boasts TV distribution in more than 175 countries.
"Extending the global partnership between Monster Jam and Hot Wheels is key to continuing to build Monster Jam into a global household brand," said Mark Abernethy, VP of licensing and business development for Feld Motor Sports. "Monster Jam and Hot Wheels consumer profiles align perfectly, which is one reason the Monster Jam toy line has performed so strongly at retail."
The core Hot Wheels Monster Jam business includes the 1:64 and 1:24 scale authentic die-cast, 1:43 scale motorised plastic Rev Tredz vehicles and a growing line of themed play-sets.
Autumn will see the launch of Hot Wheels Monster Jam Mighty Minis in the US, featuring miniature versions of the most famous trucks, an assortment of play-sets and the Mighty Minis Showdown Stadium feature play-set.
The renewal of the deal also extends to Mattel’s title sponsorship rights to the Team Hot Wheels Monster Jam truck race team.
Simon Waldron, VP of Hot Wheels marketing, said: "Teaming with Monster Jam allows us to further extend our toy portfolio to reach off-road fans around the world."