Alpha appointed master toy for Massive Monster Mayhem
Will produce a full cross-category range for DHX's hugely popular new TV show
DHX Brands has appointed Alpha Group as its global toy licensee, excluding Asia, for its action-packed sci-fi competition series Massive Monster Mayhem.
The toy range being developed by Alpha Group includes larger-than-life inflatable role-play toys and dress-up items, as well as action figures, radio control toys, plush and board games.
The news comes on the heels of Nickelodeon International’s pickup of Massive Monster Mayhem for more than 140 territories, following the successful launch of the series on Nicktoons last autumn in the US.
“With their expertise in kids’ action brands, Alpha Group is an ideal toy collaborator for Massive Monster Mayhem,” said Steven DeNure, President and COO, DHX Media. “This is a wildly over-the-top show that kids absolutely love and Alpha is committed to bringing Massive Monster Mayhem to life through an exciting and innovative toy line. Soon kids around the world will be able to live out the action from this awesome intergalactic series.
“By bashing together irreverent humor and extreme live-action game-play, DHX Media has created a truly genre-smashing series,” said Brehan Maul, Vice-President Marketing, Alpha Group US. “Massive Monster Mayhem body-slams convention, and so will the toys.”
Massive Monster Mayhem is an original show for kids six to 11 that combines live action and CGI animation with real competition and comedy. Each episode features three real-life kid heroes competing in a gauntlet of Intergalactic Battle Alliance challenges to become Earth’s champion and face off against Master Mayhem’s league of monsters in the ultimate Monster Mashdown.
Artur Spigel, co-creator of the show, added: “On a series as innovative and creative as Massive Monster Mayhem, to collaborate on toys with a company such as Alpha Group, who are proven experts at leading-edge product development, is truly exciting. I couldn't be happier with the enthusiasm their team has shown for the property.”