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.”