Monster signings for 4Kids

Wheeled toy deal with Universal Cycles is latest addition for monster truck property.
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4Kids Entertainment is continuing to add licensees to the Monster Jam property, signing up Universal Cycles to create wheeled toys.

The firm will be producing bicycles, tricycles, scooters, skateboards and skates featuring the monster truck theme. It will also launch a range of accessories including helmets, elbow pads, knee pads and water bottles.

In addition, 4Kids has also signed deals for the UK and Eire with Aykroyds TDP for nightwear and underwear, Pyramid Posters for posters, wall calendars, stickers, badges and postcards, plus DNC for lunch bags and sports bottles.

Lemonquest has taken the licence for mobile games and themes for EMEA, Asia Pacific and the US, while Scandecor Marketing in Sweden has picked up the rights for posters and wall calendars in Scandinavian territories.

Upper Deck will launch a Monster Jam version of its Yo Card next month exclusively with Woolworths, with the Monster Jam show returning to Cardiff in June. Tie-ins with Jetix, Toys R Us and Mattel as the master toy licensee have also helped to lift the profile of the brand.

Outside of the European market, Activision has launched the first Monster Jam video game in the US.

The brand will also be featured in a four-week global QSR promotion in the first quarter of this year, with eight exclusive collectable premiums.

"Building on the enthusiasm of the Cardiff event, with powerful partners such as Mattel already in place, and several more in the works, we are confident that Monster Jam will continue to grow as a formidable force with kids, parents and retailers," said Stephen Gould, co-managing director of 4Kids.

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