Marvel Entertainment has expanded its partnership with Feld Motor Sports to co-brand Iron Man and Spider-Man monster truck merchandise for the Monster Jam tour.
The line will include a variety die-cast Marvel monster trucks from Mattel. In addition, Feld has been granted the rights to use Marvel touring truck images on trading cards, posters, calendar and other toys. The merchandise will be available in early 2011 at major retailers in the U.S. and Canada. A co-branded apparel line is also set to launch for this holiday.
"This expanded partnership with Feld Motor Sports underscores our strategy to expand the reach and exposure of our brands to new audiences and through new entertainment formats," says Paul Gitter, president of consumer products for North America at Marvel Entertainment. "The new co-branded product will leverage the enormous appeal of the Monster Jam property—both in the stadiums/arenas and at retail—to bring the Marvel brand experience to their core family audience."