The Feld motorsports brand is steadily expanding into new arenas with innovative partnerships for toys and more.

Feld Entertainment has unveiled the upcoming holiday product assortment for its Monster Jam motorsports brand, with a focus on taking the brand into new categories including footwear, health and wellness and preschool.

Since first acquiring the brand in 2008, Feld has worked to expand Monster Jam’s fanbase from an older, male-skewing demographic into the kids’ segment, and not just boys either.

“Monster Jam has wide appeal with staying power across audiences of all ages, or what we like to refer to as ‘from cradle to Grave Digger,’” says Jeff Bialosky, recently appointed vice president of licensing and retail development, Feld Entertainment. “New truck personas, like this year’s Wonder Woman, Earth Shaker and Megalodon, open new doors for fandom both on the track and at home through merchandise.”

In the last five years, the brand has seen explosive growth in ticket sales and across social media, and that growth is also being translated into the toy aisle where the brand is supported by long-time master toy partner Mattel (19 years and counting) more than 40 other licensees worldwide.

Under the leadership of Bialosky, the 2017 holiday lineup will bring the 25-year-old brand into a host of new categories.

Among these include an entry into preschool with the new Truckin’ Pals line of character-inspired wooden vehicles and play sets for younger fans, as well as plush line.

Feld also has big expectations for the new Grave Digger ride-on, a beast of a ride with 24 volts of power and true-to-life details such as real coil shocks and vapor exhaust pipes (don’t worry parents, max speed is 5mph). The Grave Digger ride-on, which will be available exclusively at Walmart in Q4, is meant to be the boys’ answer to the hugely popular 24V Disney Princess Carriage ride-on, which debuted at Walmart last holiday season and performed exceptionally well for the retailer.

Other innovative product expansions for the brand include kids’ eyeglasses from National Vision, gummie multi-vitamins from Guardian Essentials and kids’ shoes from Skechers. (As a side note, the new shoe line represents the first licensed line for Skechers, which will be releasing Monster Jam styles for boys and a Shopkins shoe line for girls this August.)

Other highlights of the new Monster Jam product assortment include: