Universal Cycles grabs Monster Jam licence

Firm signs deal with 4Kids Entertainment to produce wheeled toy range.
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The Monster Jam line up for the UK and Ireland will include bicycles, tricycles, scooters, skateboards and skates.

The firm will also launch a range of accessories including helmets, elbow and kneepads and water bottles.

Meanwhile, Upper Deck, in a separate deal with Woolworths, will launch a Monster Jam version of its Yo! Card game in February. Upper Deck plans to support the launch with a print and TV campaign, online activity, competitions and in-store demos.

The monster truck racing series returns to Wales in June after almost 50,000 people attended the first event in 2007.

Stephen Gould, co-managing director of 4Kids Entertainment International, said: “Building on the enthusiasm of the Cardiff event, with powerful partners such as Mattel already in place, and several more in the works, we are confident that Monster Jam will continue to grow as a formidable force with kids, parents and retailers.”

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