Toy Deal for Wild Grinders

LOS ANGELES: Moonscoop has secured a licensing deal with Mattel for the new action-oriented Wild Grinders, created by Rob Dyrdek.

Mattel plans to develop, create and market a new line of action figures surrounding the property for a fall 2010 launch in the U.S. The Wild Grinders series is slated to debut in 2011.

Wild Grinders is based on skateboarding culture. Dyrdek himself is a professional skateboarder, as well as an entrepreneur and reality TV star. Moonscoop and Dyrdek are developing plans to expand the brand across online, mobile and TV/video platforms. As the new toy partner, Mattel will further expand on the action figure designs and marketing at retail.

“I couldn’t be happier that Mattel stepped up to partner with us,” said Dyrdek. “They understand my personal attachment to the brand and they’re working closely with me to make sure we create something that is authentic to the skateboarding culture and will blow everyone away.”

“It says a lot about the strength of the brand when a company of Mattel’s stature jumps on-board this early in the brand life cycle,” commented Cynthia Money, the president of worldwide consumer products and marketing for Moonscoop. “Rob Dyrdek is enormously popular and now he’s developed a brand which is both exciting and absolutely authentic; perfect timing for a category (action sports) which is growing and shows no signs of slowing down.”

“Our new line of Wild Grinders figures brings unique play experiences to older boys with collectibles that deliver the fun and excitement of street skating,” added Mike Fulkerson, the marketing director of wheels new business at Mattel. “Our collaboration with Rob Dyrdek allows us to deliver product that is true to his vision and, most importantly, authentic to the skate culture.”