AURORA, Ill., June 18, 2013 /PRNewswire/ -- Feld
Entertainment® and Mattel, Inc. announced today the five year
extension of their long-standing global licensing agreement between
Monster Jam® and Hot Wheels®. The renewal agreement extends
Mattel's exclusive, worldwide licensing rights to Monster Jam
replica die-cast, plastic, feature vehicles, accessories, and
playsets through 2018.
Monster Jam, the largest touring monster truck property in the
world, entertains over four million fans from four continents and
10 countries with over 350 action-packed performances each
year. Additionally, Monster Jam performances are broadcasted
globally with television distribution in more than 175
countries.
"Extending the global partnership between Monster Jam and Hot
Wheels is key to continuing to build Monster Jam into a global
household brand," said Mark
Abernethy, vice president of licensing and business
development for Feld Motor Sports®. "Each year, Monster Jam
performs at the world's premier stadiums and arenas in front of
sold-out crowds comprised mainly of families with children.
Monster Jam and Hot Wheels consumer profiles align perfectly, which
is one reason the Monster Jam toy line has performed so strongly at
retail."
Since establishing the Hot Wheels Monster Jam licensing
partnership in 1999, over 125 million Monster Jam replica vehicles
have been sold around the world. Monster Jam has secured a
robust toy presence at retail and continues to obtain incremental
promotional programs annually at mass and specialty retailers
including Walmart, Toys "R" Us, Kmart, and Target. The core
Hot Wheels Monster Jam business includes the popular 1:64 and 1:24
scale authentic die-cast vehicles, 1:43 scale motorized plastic
Rev Tredz® vehicles, and a growing line of Monster Jam-themed,
TV-advertised, playsets.
Fall 2013 marks the launch of the
new Hot Wheels Monster Jam Mighty Minis™ vehicle line which
features miniature versions of the world's most famous Monster Jam
trucks, an assortment of portable playsets, and the Hot Wheels
Monster Jam Mighty Minis Showdown Stadium™ feature playset which
will be supported with a six-week-long national TV campaign
starting in August.
"Teaming with Monster Jam allows us to further extend our toy
portfolio to reach off-road fans around the world," said
Simon Waldron vice president of Hot
Wheels marketing. "We look forward to growing our existing
partnership to continue bringing kids the thrilling vehicle
experiences they have come to expect from Hot Wheels."
The renewal also extends Mattel's title sponsorship rights to
the Team Hot Wheels® Monster Jam truck race team, which serves as a
strategic Team Hot Wheels brand extension supporting the Team
Yellow marketing platform. The Team Hot Wheels Monster Jam truck,
which executed a perfect backflip at the 2013 Monster Jam World
Finals(SM), is a Monster Jam fan favorite and helps strengthen the
connection between the Monster Jam touring events and the Monster
Jam Hot Wheels toy line.
About Feld Motor Sports®
Feld Motor Sports®, Inc. is the world leader in
specialized arena and stadium-based motor sports entertainment.
Feld Motor Sports, Inc. productions include Advance Auto
Parts Monster Jam®, Monster Energy Supercross, AMSOIL
Arenacross, Monster Energy Cup and Nuclear
Cowboyz®. Feld Motor Sports, Inc. is a division of
Feld Entertainment, the world's largest producer of live family
entertainment. For more information on Feld Entertainment,
visit www.feldentertainment.com.
About Mattel
Mattel, Inc. (NASDAQ: MAT) is the worldwide leader in the
design, manufacture and marketing of toys and family products. The
Mattel family is comprised of such best-selling brands as Barbie®,
the most popular fashion doll ever introduced, Hot Wheels®, Monster
High®, American Girl®, Thomas & Friends®, Fisher-Price® brands,
including, Little People®, Power Wheels®, as well as a wide array
of entertainment-inspired toy lines. In 2013, Mattel was named as
one of FORTUNE Magazine's "100 Best Companies to Work For" for the
sixth year in a row. Mattel also is ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens." With
worldwide headquarters in El Segundo,
Calif., Mattel employs approximately 30,000 people in 40
countries and territories and sells products in more than 150
nations. At Mattel, we are Creating the Future of Play.
Visit us at www.mattel.com, www.facebook.com/mattel or
www.twitter.com/mattel.
SOURCE Feld Entertainment