Nitro Circus on building its licensed offering with new toys

Jade Burke

By Jade Burke

August 21st 2017 at 6:00AM
UPDATED August 21st 2017 at 11:01AM
Nitro Circus on building its licensed offering with new toys

After joining forces with Hexbug for a roll out of new toys across the US, the company is set to expand its licensed offering even more with video games, stationery and more. Nitro Circus’ Peter Maule reveals all.

“Our fans have been waiting for Nitro products to finally be developed and excited that they are coming to retail soon,” Peter Maule, global head of licensing at Nitro Circus, told Licensing.biz.

Family, children and fun are at the heart of the Nitro Circus brand and fans will now be able to take the action sport home with them, thanks to a new line of toys from Hexbug.

Focussing on contraptions from the show, a range of air bound stunt toys are on the way, which include the shopping cart and lazy boy chair and collectable characters that launch down the Giganta ramp and land on another ramp.

But it seems there is much more Nitro Circus can offer in terms of toys, with additional contraptions to be introduced in the future.

Maule continued: “Hexbug is planning an extended range of contraptions moving forward, but we are currently in discussions regarding the design and build of an innovative trick ramp set and FMX bike that emulates the same tricks that Travis Pastrana and the riders actually do in the show.”

With a UK launch slated for autumn 2018, reaction to the toys is looking positive, with Nitro Circus gaining support from the likes of Target, Toys R Us and Amazon in the US.

“We expect the toys to do well and help us launch a broader category assortment in 2018,” Maule enthused.

“We are building strong product representation in construction toys, video games, apparel and headwear and this initial toy roll out will help pave the way for others.”

Following a promising toy launch so far in the US, the future for Nitro Circus in the licensing industry looks bright, with plans to expand into even more categories such as collectables, video games, home décor, party goods, stationery and posters, to bring the growing brand to even more fans.

“Nitro Circus is all about family, kids and fun. The demographic is a perfect fit and many of our athletes have kids of their own who have been thrilled to see this come to life,” explained Maule.