Meanwhile, the "Wild Grinders" series will launch in 2011. The property is based on Dyrdek's experiences as a boy who grew up in the skateboard culture. The series features an action sports-themed visual style. Moonscoop is developing the licensing program and plans to expand the brand through online, mobile and TV/video platforms, including segments in future episodes of MTV series "Rob Dyrdek's Fantasy Factory."
"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," says Cynthia Money, 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."
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.