The original Grave Digger debuted in North Carolina in 1982. Who could have predicted it would still be in the hearts of both kids and adults today — more than four decades later? Born as a “mud bogger,” Grave Digger soon evolved into a true “monster truck,” driving at “full throttle” to become synonymous with Monster Jam: Feld Entertainment’s worldwide sensation, where lifelong, loyal fans are created and continue to crave bigger, faster, and louder experiences.
Now, fans from all over the world travel to see the legendary Grave Digger and other 12,000-pound monster trucks perform stunts and compete for championship titles. With 4.5 million fans in attendance annually, Monster Jam captivates families nearly every weekend and extends beyond the motorsports entertainment industry to reach $500 million in annual global sales of licensed consumer products.
“I am excited to be a part of the continued global growth and success of the Monster Jam franchise as it celebrates being a true lifestyle brand, embraced by our many loyal partners and tens of millions of passionate fans around the world who play Monster Jam 24/7, 365 days a year through our touring live events, family-friendly broadcast content, and more than 1,000 licensed products from toys to tools,” says Jeff Bialosky, Senior Vice President, Global Sponsorship & Licensing for Monster Jam.
Last year, Monster Jam celebrated its 30th anniversary with an epic stunt that turned Spin Master’s Big Air Challenge Playset into a real-life obstacle that was destroyed by a monster truck at the Monster Jam World Finals. The spectacle scored a nomination for “Best Experiential or Location-Based Initiative” in the 2023 Licensing International Excellence Awards. Here are some highlights for what the industry can expect to see fueling interest in Monster Jam in the months ahead.
Marvel Super Heroes Enter the Arena
This summer, a fleet of Marvel Monster Jam trucks debuts in London, where Iron Man, Spider-Man, Black Panther, and Thor will face off against fan favorites like Max-D and the mighty Megalodon in a competition that’s “as big as it gets.”
“This partnership will not only bring exciting new competing co-branded Monster Jam trucks to our live events but will extend to co-branded products from both Marvel and Monster Jam licensees,” according to Feld’s Bialosky.
New Season, New Toys
ThunderROARus Drop Playset | Ages: 3+ | MSRP: $99.99 | Available: Fall 2023
Spin Master goes big this fall with the tallest Monster Jam playset ever, the ThunderROARus Drop Playset. The 6-foot-tall playset can be securely mounted to a wall with 3M Command Strips. Kids can send the included, exclusive 1:64-scale ThunderROARus truck down the ramp to perform stunts in three different modes.
The iconic Grave Digger gets a trio of new products, including the Trax R/C from Spin Master, a sandwich board-style costume from Rubies, and a Pop-Up Tent from Sunny Days Entertainment.
Grave Digger Trax | Ages 3+ | MSRP $69.99 |Available: Fall 2023
With its unique body design and rugged treads, fans can pull off their own epic Monster Jam stunts. This all-terrain R/C from Spin Master rides in the dirt, over rocks, on grass, and even in water.
Grave Digger Car | Ages: 3+ | MSRP: $28.99-$33.99 | Available: Fall 2023
This sandwich board-style car costume from Rubies for kids features Grave Digger’s signature green and purple look, complete with “muddy” wheels. Grave Digger fans can pretend to be their favorite Monster Jam driver this Halloween. The costume includes breakaway straps for added comfort.
Grave Digger Pop-Up Tent | Ages: 3+ | MSRP: $29.99 | Available: Fall 2023
Classic Grave Digger is now available in pop-up tent form from Sunny Days Entertainment. Designed with Grave Digger’s signature graphics, the tent comes with no-hassle assembly and durable fabric with kid-friendly soft corners that fold easily for storage. The battery-operated keychain plays stadium rock music and monster truck “vroom vroom” sounds. Kids can crawl through the rear entrance and stand through the truck’s top opening, or pick it up and pretend they are on the track.
Visit Feld Entertainment at Licensing Expo in booth No. B154.
A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
