US: Mattel inks Wild Grinders deal

Moonscoop completes licensing deal with the firm, for the new Wild Grinders animated TV series.
Publish date:
Social count:

The deal will see Mattel will develop, create and market a new line of action figures, expected to launch in autumn 2010, in the US. 

The new toy line follows a wave of new Wild Grinders programming, leading up to the launch of a series in 2011.

Wild Grinders is an authentic take on skateboarding culture, created by entrepreneur and reality TV star, Rob Dyrdek.

Moonscoop and Dyrdek are now developing plans to grow the brand across online, mobile and TV/video platforms, including segments in future episodes of Dyrdek’s hit MTV series Rob Dyrdek’s Fantasy Factory.

Dyrdek commented: “I couldn’t be happier that Mattel stepped up to partner with us. They understand my personal attachment to the brand and they’re working closely with me to make sure we create something that is authentic to the skateboarding culture and will blow everyone away.”

Cynthia Money, president of worldwide consumer products and marketing for Moonscoop added: “It says a lot about the strength of the brand when a company of Mattel’s stature jumps on-board this early in the brand life cycle.

“Rob Dyrdek is enormously popular and now he’s developed a brand which is both exciting and absolutely authentic; perfect timing for a category (action sports) which is growing and shows no signs of slowing down.”

Mike Fulkerson, marketing director of wheels new business at Mattel said: “Our new line of Wild Grinders figures brings unique play experiences to older boys with collectibles that deliver the fun and excitement of street skating.

“Our collaboration with Rob Dyrdek allows us to deliver product that is true to his vision and, most importantly, authentic to the skate culture.”


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.