Do you hear the rumble? The folks at Spin Master just inked a “monster” deal with Feld Entertainment – one that will see them begin a 10-year partnership as the worldwide master toy partner for MONSTER JAM beginning in 2019. “This decade-long brand partnership with Spin Master will grow the Monster Jam toy line exponentially, engaging new and current fans, while reinforcing the Monster Jam franchise as one of the most exciting and fastest growing in all of motorsports,” noted Kenneth Feld, CEO, Feld Entertainment. For longtime fans of Monster Jam, this news marks some big changes ahead.
The Hot Wheels Monster Jam Grave Digger Halloween Edition – Photo by James Zahn
For nearly 20 years, Mattel has held the master license for Monster Jam, releasing toys under their Hot Wheels brand – even going as far as having a Team Hot Wheels truck as part of the real-life lineup. On a personal level, I’ve been collecting the 1:64-scale Monster Jam vehicles with The Rock Daughters™ for years, and having attended Monster Jam events with them, I know first-hand that this is an area of motorsports that appeals to kids of all ages, girls and boys alike.
Spin Master previously did diecast under a NASCAR deal, and just this year they dipped their toes back into the mix with a collection based on Paramount Pictures’ MONSTER TRUCKS. I never actually saw those at retail – presumably because the film launch and the marketing around it was wonky – but the pictures I’ve seen look pretty cool. While there’s a few players that traditionally dominate the diecast aisle, Spin Master most certainly wants in on that action. In fact, Ben Gadbois, Spin Master’s Global President and COO noted in a press release that this partnership will be used ” as a catalyst for innovation in the die-cast and vehicles categories.”
Being a huge fan of Spin Master and having written about Feld Entertainment events (like Disney On Ice) many times in the past, I’m really looking forward to seeing what they do together on Monster Jam.
Top Photo: Madusa ©Feld Entertainment.