China Toy Fair


Feld Entertainment and Mattel Extend Monster Jam Licensing Program

MonsterJamFeld Entertainment and Mattel Inc. announced the five year  extension of their long-standing global licensing agreement between Monster Jam and Hot Wheels. The renewal agreement extends Mattel’s exclusive, worldwide licensing rights to Monster Jam replica die-cast, plastic, feature vehicles, accessories, and play sets through 2018.

Monster Jam, the largest touring monster truck property in the world, entertains more than four million fans from four continents and 10 countries with more than 350 action-packed performances each year. Additionally, Monster Jam performances are broadcasted globally with television distribution in more than 175 countries.

Monster Jam has secured a robust toy presence at retail and continues to obtain incremental promotional programs annually at mass and specialty retailers including Walmart, Toys “R” Us, Kmart, and Target. The core Hot Wheels Monster Jam business includes the popular 1:64 and 1:24 scale authentic die-cast vehicles, 1:43 scale motorized plastic Rev Tredz vehicles, and a growing line of Monster Jam-themed, TV-advertised play sets.

This fall marks the launch of the new Hot Wheels Monster Jam Mighty Minis vehicle line, which features miniature versions of the world’s most famous Monster Jam trucks, an assortment of portable play sets, and the Hot Wheels Monster Jam Mighty Minis Showdown Stadium feature play set, which will be supported with a six-week-long national TV campaign starting in August.

The renewal also extends Mattel’s title sponsorship rights to the Team Hot Wheels Monster Jam truck race team, which serves as a strategic Team Hot Wheels brand extension supporting the Team Yellow marketing platform. The Team Hot Wheels Monster Jam truck, which executed a perfect backflip at the 2013 Monster Jam World Finals, is a Monster Jam fan favorite and helps strengthen the connection between the Monster Jam touring events and the Monster Jam Hot Wheels toy line.