The Bugg Report had the chance to speak to Jeff Bialosky, Senior Vice President of Global Partnerships at Feld Entertainment, about the global success of Monster Jam and what we can look forward to here in Australia this October (2024).
Thank you for joining us today, Jeff. To kick things off, can you give us an update on what’s been happening with Monster Jam globally, particularly in terms of events?
Jeff Bialosky: Thanks for having me! Monster Jam continues to be a global phenomenon. Since the post-pandemic return, we’ve seen a remarkable resurgence in live events across North America, Europe, South America and Australia. We’re expanding our global footprint with more events and tours in both new and established markets, which has significantly boosted the brand’s popularity worldwide.
That sounds impressive! Can you share some specific numbers to illustrate this growth?
Jeff Bialosky: Absolutely! In 2024, we project to host over 395 live events; a significant increase from just over 371 events in 2023. We’re launching six tours this year, expecting a total attendance of about 4.8 million, which represents a huge year-over-year increase. Additionally, we’re now active in 18 international markets—up 20% year-over-year—with 49 international events, reflecting a remarkable 69% increase.
It’s great to hear that Australia is a key market for Monster Jam. What trends are you seeing here?
Jeff Bialosky: Australia is indeed a critical market for us. We’ve seen significant consumer support, with our annual stadium events consistently selling out. Since the return of live events in 2022, we’ve noted a spike in demand for Monster Jam merchandise, including apparel and toys. We’re excited to be partnering with Kmart for a third consecutive year, which has been instrumental in driving growth for Monster Jam at retail.
Speaking of Monster Jam partnerships, can you elaborate on any new collaborations or product launches that are happening?
Jeff Bialosky: Certainly! We’re proud to have launched two new Monster Jam trucks this year: JCB DIGatron™, designed with input from JCB’s engineering team, and Sparkle Smash™, a charismatic 6-ton unicorn inspired by the popular Spin Master toy. This fall, we’re also thrilled to partner with Marvel for the U.S. debut of four co-branded Monster Jam trucks and an accompanying toy line.
That’s exciting! With the announcement of a Monster Jam movie in collaboration with Disney and Dwayne “The Rock” Johnson, what can fans expect from this exciting project?
Jeff Bialosky: We’re really excited about the feature film with Disney and Dwayne “The Rock” Johnson. This is the first time we’re bringing Monster Jam to the big screen, and we can’t wait to share more details as they become available. It’s going to be a fantastic experience for fans!
You’ve also released a new video game, “Monster Jam: Showdown.” How has that been received?
Jeff Bialosky: The response to “Monster Jam: Showdown” has been overwhelmingly positive. We’re really pleased with the early feedback and are looking forward to how the game evolves with our audience.
Let’s talk about international partnerships. Can you share some highlights for consumer products?
Jeff Bialosky: Monster Jam is truly a global brand, and we’re actively expanding our international presence. Our licensing business is growing, especially with local partners in Australia like Best&Less, Big W, and Kmart. Some exciting new licensing initiatives include our video game collaborations, like the recently launched “Monster Jam: Showdown,” and partnerships with Jazwares for an original Roblox game and Nightmarket Games for a mobile version.
It sounds like there are plenty of new products on the horizon!
Jeff Bialosky: Definitely! We’re also introducing new categories, such as infant and baby apparel through Soul Baby and novelty items with Forever Clever. Our partnership with Church + Dwight is bringing us a Monster Jam-themed Spinbrush toothbrush, while Rubies is creating a line of Halloween costumes and we’re launching a new footwear line through ACI International in the U.S. and Canada this fall. We have an amazing partnership with LEGO and in addition to our six existing LEGO Technic Monster Jam trucks, we will debut two more in 2025: DIGatronTM and ThunderROARusTM.
It seems that cross-brand collaborations are a major strategy for Monster Jam. How do you see this evolving?
Jeff Bialosky: Partnering with other brands allows us to expand our reach and connect with new consumers. For example, we’re collaborating with Seminal to leverage in-demand artists for original Monster Jam art. These partnerships help us diversify and grow our audience.
Looking ahead, what can fans in Australia expect from the upcoming Monster Jam events this October?
Jeff Bialosky: Fans can look forward to a thrilling experience! Monster Jam is all about being unexpected, unscripted, and unforgettable. Our events showcase world champion athletes competing with 12,000-pound monster trucks in fierce contests of speed and skill.
This year, we’ll feature four Marvel Monster Jam trucks—The Amazing Spider-Man, Iron Man, Black Panther, and Thor—competing alongside fan favorites like the iconic Grave Digger™, Megalodon™, El Toro Loco™, and Max-D™ trucks.
That sounds like a blast! Are there any additional updates for the Australian market that you can share with us?
Jeff Bialosky: We’re seeing strong interest in all motor vehicle IPs in Australia, and we’re looking to expand our Monster Jam retail presence. Our partnership with Spin Master continues to thrive, and Monster Jam toys are available at all major retailers.
Best&Less has been a long-term partner for us, with Monster Jam currently a leading toddler boys’ brand. Kmart remains a strong supporter and is also a sponsor for our live events.
Thank you, Jeff! It sounds like there’s a lot to look forward to for Monster Jam fans in Australia. We appreciate your insights and can’t wait for the events this October!
Jeff Bialosky: Thank you too! We are looking forward to an amazing season and can’t wait to see everyone at the Australian live events!
For licensing enquiries in ANZ contact WP Brands: www.wpbrands.com.au
This article originally appeared in Edition 48 of The Bugg Report Magazine
