The line from Mattel, which hits U.S. retailers this fall, is a further expansion of the original range of figures released in 2009.

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."

Moonscoop's other TV properties include "Code Lyoko," "Fantastic Four," "Titeuf," "Pet Alien," "Dive Olly Dive!" and "Casper," as well as new series "Geronimo Stilton," "Hero: 108," "Twisted Whiskers" and "Chloe's Closet."