New Mattel Toy Line Follows On the Heels of
Animated “Wild Grinders” Series, Shorts and Viral Videos

Moonscoop and Wild Grinders announced today that they have completed a licensing deal with Mattel, Inc. (NASDAQ:MAT) for the new action-oriented, “Wild Grinders” animated TV series entertainment brand created by entrepreneur, reality TV star (MTV’s “Rob & Big” and “Rob Dyrdek’s Fantasy Factory”) and skateboarding icon, Rob Dyrdek. As part of the agreement, Mattel® will develop, create and market a new line of action figures, expected to launch in fall 2010, in the US. The new toy line follows on the heels of a wave of brand new “Wild Grinders” cutting edge and hilarious animated programming, leading up to the launch of a series in 2011.

“Rob Dyrdek’s Wild Grinders” is a brand based in fun and humor, with an authentic take on skateboarding culture. It was developed from Dyrdek’s experiences as a boy who grew up skateboarding and living the skateboard culture. With an action sports themed graphic visual style that matches the genre, Moonscoop and Dyrdek are now developing plans to grow the brand across online, mobile and TV/video platforms, including segments in future episodes of Dyrdek’s hit MTV series “Rob Dyrdek’s Fantasy Factory.” Originally launched in 2009, the line of action figures saw brisk sales and quickly became a highly-coveted item among Dyrdek fans. As the new toy partner, Mattel®, will further expand on the action figure designs and marketing at retail.

“I couldn’t be happier that Mattel stepped up to partner with us,” said Dyrdek. “They understand my personal attachment to the brand and they’re working closely with me to make sure we create something that is authentic to the skateboarding culture and will blow everyone away.” “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,” explains Cynthia Money, President, 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.”

“Our new line of Wild Grinders figures brings unique play experiences to older boys with collectibles that deliver the fun and excitement of street skating,” said Mike Fulkerson, marketing director of Wheels New Business at Mattel®. “Our collaboration with Rob Dyrdek allows us to deliver product that is true to his vision and, most importantly, authentic to the skate culture.”