Monster Jam Licensing Agent 4Kids Entertainment Announces New Licensees including Accessory Innovation, H3 Sportgear, SG Footwear, Smilemakers and Kellytoy as well as Monster Jam Video Game sequel produced by Activision

Start your engines! Monster Jam®, the largest and most popular touring monster truck brand, owned and operated by Live Nation Motor Sports, Inc., is once again blowing the roof off traditional motor sports. With another record live event attendance season on the horizon expected to surpass the 4 million tickets mark for the second year in a row, year-round television broadcasts, an expanding international presence of touring Monster Jam shows and a growing online presence, the 2008 Monster Jam racing season is on track to become the brand’s most successful season in history!

Driving the Monster Jam line is worldwide master toy partner Mattel, which continues its successful relationship with the motor sports brand. Through this expanded, multi-year agreement, Mattel will remain Monster Jam’s master toy partner through 2013. The world’s premier toy company manufactures an extensive and innovative line of replica Monster Jam vehicles based on more than 70 of the world’s most famous monster trucks - from Grave Digger® and Maximum Destruction® to Monster Mutt®, El Toro Loco®, to Captain’s Curse® and Blue Thunder®. Mattel’s expanded product line will include die-cast and plastic monster truck vehicles in a variety of scales, including light and sound, radio control and electric racing monster truck vehicles.

“We have been working with Monster Jam for more than eight years to create Hot Wheels Monster Jam vehicles, and they are a great partner for the Hot Wheels brand,” said Geoff Walker, vice president, Wheels and Games Marketing, Mattel Brands. “This is a live entertainment brand where the trucks are the celebrities and they translate so well to toys because they’re everything a boy wants in a cool vehicle. They’re oversized, powerful and have the most popular touring monster trucks in the world including Grave Digger and Maximum Destruction leading the way.”

Additionally, the line will feature play sets and accessories, construction sets, board games, puzzles, plastic model kids, carrying cases, and ride-on vehicles. The new Mattel product line will be heavily supported by TV advertising.

Live Nation Motor Sports, Inc., also announced today that 4Kids Entertainment, its global licensing agent, has signed a slate of new multi-year licensees for Monster Jam, including:

Accessory Innovations LLC (backpacks, luggage, lunch kits, headwear, cold weather accessories, back to school products, journals, stationery sets);

H3 Sportgear, LLC (headwear and cold weather accessories; as well as boy’s and young men’s t-shirts, sweatshirts and combo packs);

SG Footwear, Inc. (children's footwear to include athletics, casual shoes, hikers, beach shoes, boots, canvas, sandals, slippers, slipper socks, aqua socks, and molded footwear);

Smilemakers, Inc. (stickers distributed online and catalog to the healthcare industry);

Kellytoy USA, Inc. (plush, playground balls, basketballs, vinyl novelty balls, hopper balls, boxing gloves, novelty sport sets, hoop sets for amusement and crane distribution).

The November 2007 retail launch of Monster Jam: The Video Game by Activision, was hugely successful and is being followed up by the sequel Monster Jam video game, Monster Jam: Urban Assault, which will launch in Fall 2008.

“The success of the core Monster Jam live event business continues to transcend the brand across such a wide variety of consumer product segments and is a testament to what an important brand we’ve built over the years,” said Live Nation Motor Sports, Inc., President Charlie Mancuso. “From sportswear apparel to toys, video games to accessories, and QSR promotions to mobile content, we continue to be encouraged by the momentum Monster Jam is gaining at retail, which is driven by our licensing agent 4Kids Entertainment, making Monster Jam a leading family brand at not only the live events and on television, but also on the retail shelves. We are especially excited to continue our outstanding relationship with Mattel for another 5 years and jointly plan on taking the Monster Jam brand, under the Hot Wheels umbrella, to record heights in the years to come, domestically and internationally.”

Monster Jam, is the world’s leading monster truck tour and the second largest family touring show in the world. Approximately four million fans attend one of more than 325 Monster Jam performances taking place at the world’s premier stadiums and arenas each year, making Monster Jam one of the fastest growing spectator sports in the world. The Monster Jam franchise features more than 70 trucks in its licensing program, including world-renowned marquee monster trucks Grave Digger®, Maximum Destruction®, Captain’s Curse®, Monster Mutt®, El Toro Loco®, Blue Thunder®, Bulldozer®, Bounty Hunter®, and Avenger™ in addition to popular entertainment brands Batman®, Superman®, Taz®, Teenage Mutant Ninja Turtles®, Donkey Kong®, and many more! For a full schedule of Monster Jam live events, please log onto www.MonsterJamOnline.com.

With so much maximum destruction going on, it’s no wonder that the Monster Jam licensing program is on fire! 4Kids is looking to expand its wildly successful retail offerings by targeting such core categories as publishing, food and beverage, seasonal products, gifts and novelties and more.

4Kids Entertainment will be one of more than 200 European exhibitors showcasing thousands of exciting new licenses at Brand Licensing Europe in London, 1-2 October. For more information, please click here.