Bulldog Licensing has sealed an agreement to represent monster truck brand, Monster Jam, across the UK, Ireland and Benelux.
A solid licensing programme is already in place for the brand across the territories. Mattel is the master toy partner, K'Nex is the construction toy licensee and Activision is the video games partner. It is due to release its third title - Monster Jam: Path of Destruction - in November.
Other categories represented include apparel, stationery, party goods, publishing and greetings, through companies such as Aykroyds, UK Greetings, Haza and Big Balloon Publishers.
"We are very excited about representing Monster Jam," said Bulldog MD, Rob Corney. "It has absolutely massive appeal for kids of all ages and there is huge scope to add to the existing programme."
Mark Abernethy, senior director of brand marketing at Feld Motor Sports, added: "Monster Jam's continued growth of its live events, television, sponsors and retail consumer products makes it one of the premier motor sports brands in the world."