Nitro Circus, an extreme sports brand centred around live shows showcasing freestyle motocross, BMX and skate stunts, is making the leap into the world of toys.
The brand, led by extreme sports icon Travis Pastran, also has a presence in TV, and with a new live tour and a deal with NBC in place for this year, Nitro Circus believes the time is right to launch toys.
“A key focus for Nitro Circus is the establishment of the toy category, with a focus on innovative design and play pattern enhancement,” Peter Maule, global head of licensing at Nitro Circus, told ToyNews.
“The brand essence of Nitro Circus particularly lends itself to toyetic play patterns across product categories including die-cast, play-sets, construction and collectables.
“The ideal partner for Nitro Circus would be a company who sees the value and opportunity to leverage Nitro Circus’s existing global marketing platform and seamlessly integrate products into live shows and omni-channel media.
“Strong channel distribution across a wide section of retail classes will also be an important consideration.”
The firm has appointed Lisle International as its UK and Ireland agent for the push into licensing and the brand’s first foray into licensed product is timed to coincide with the arrival of Nitro Circus Live in the UK in February, as well as the inaugural Nitro World Games taking place in July.
“Nitro Circus’ rapid expansion in the youth media space has expanded the demand for licensed consumer products around the world,” added Maule.
“Nitro Circus is keen to kick off 2016 with its first ever licensing and consumer products range and is looking for key partners to help bring great new, innovative products to consumers. Come and be a part of the ride.”