SPORTS MONTH: Moonscoop enters world of skateboarding

Firm signs licensing deal with Rob Dyrdek for action sports brand.
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The Moonscoop Group has sealed a global licensing and production deal with entrepreneur, reality TV star and skateboarder, Rob Dyrdek for his action oriented, semi autobiographical Wild Grinders toy line and entertainment brand.

As part of the agreement, Moonscoop will co-create and produce a series of Wild Grinders animated shorts and viral videos, for distribution on multiple platforms. There will also be an interactive online destination as the run up to the animated series, which is now in production.

Wild Grinders was developed from Dyrdek's experiences as a boy who grew up skateboarding and living the skateboard culture. The toy line appeared on an episode of his MTV show Fantasy Factory, which highlights Dyrdek's entrepreneurial activities.

"Rob's personal involvement in the development of Wild Grinders makes it both exciting and absolutely authentic," said Cynthia Money, president of worldwide consumer products and marketing at Moonscoop. "He's developed characters that appeal to a wide variety of age groups, and the timing is great, as demand in the action sports category continues growing."

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