DHX taps Alpha for Monster Mayhem toys - ToyNews

DHX taps Alpha for Monster Mayhem toys

The multi-territory deal will see a range of consumer products produced for the 7ate9 Entertainment show.
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DHX's brand management and consumer products arm has appointed Alpha Group as global master toy licensee excluding Asia for its sci-fi competition series Massive Monster Mayhem. Produced by DHX Media, Massive Monster Mayhem is co-created by Artur Spigel (founder of 7ate9 Entertainment) and Michael Chaves. 

Confirmed lines on the way include 'larger-than-life' inflatable role-play toys, dress-up items, action figures, RC toys, plush and board games inspired by the action-packed series.

“With their expertise in kids’ action brands, Alpha Group is an ideal toy collaborator for Massive Monster Mayhem,” said Steven DeNure, president and COO, DHX Media. “This is a wildly over-the-top show that kids absolutely love and Alpha is committed to bringing Massive Monster Mayhem to life through an exciting and innovative toy line. Soon kids around the world will be able to live out the action from this awesome intergalactic series.” 

“By bashing together irreverent humor and extreme live-action game-play, DHX Media has created a truly genre-smashing series,” added Brehan Maul, vice-president marketing, Alpha Group US. “Massive Monster Mayhem body-slams convention, and so will the toys.” 

The show, which features real-life kid heroes battling to become Earth's champion was picked up by Nickelodeon International, following its success on Nicktoons last Autumn in the US.

“On a series as innovative and creative as Massive Monster Mayhem, to collaborate on toys with a company such as Alpha Group, who are proven experts at leading- edge product development, is truly exciting," concluded the show's co-creator, Artur Spigel.

"I couldn't be happier with the enthusiasm their team has shown for the property.” 

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