Effective immediately, the long-term agreement directs Fitz Roy to develop, produce and distribute Odd Rods animation derived from over 300 Odd Rods characters, along with the creation of a digital trading card library, gaming content and an integrated consumer products program.
Development will begin this summer on animation, a style guide and gaming content, and will include original rock n’ roll music that will be an integral part of the brand strategy.
Odd Rods is an iconic property featuring big-headed monsters in muscle cars, motorcycles and more, that became popular during the 1970s as a trading card series.
“The Odd Rods property is more relevant today then it was over 40 years ago and the Fitz Roy Media team are poised to help us reintroduce it not only to the fans who grew up with it but to their kids” said Joseph Bongiovi, president, Brothers Entertainment Merchandising.
Fitz Roy CEO Hamp Hampton added: “Odd Rods is a classic property that is well positioned to capture a new generation of kids with a cadre of wacky and bizarre characters whose actions and antics – together with original 21st century rock music – are certain to create a ruckus kids will enjoy.
"We look forward to working with BEM as we reinvigorate this iconic property for today’s kids.”