In a new, decade-long licensing partnership with Feld Entertainment, Canadian toymaker Spin Master is set to become the global master toy partner for Monster Jam beginning in 2019.

Monster Jam produces more than 400 live monster truck events every year, which air on the FOX Sports family of networks. The franchise includes a range of toys and products based on trucks called Grave Digger, Max-D, Megalodon, Monster Mutt and El Toro Loco.

Spin Master intends to grow the Monster Jam toy line to engage news fans, and, according to the company, the partnership will provide a significant recurring revenue base that can be used to innovate its die-cast and vehicles categories.

Feld Entertainment, meanwhile, hopes to capitalize on Spin Master’s global research and development network, as well as its innovative marketing tactics.

The move is a part of Spin Master’s ongoing diversification efforts that saw the company buy the assets of Chicago-based brain game retailer Marbles in May and New York’s Cardinal Games in 2015. Spin Master has also been expanding its reach globally, bringing its popular toy brands Hatchimals and PAW Patrol to China with plans for further expansion throughout the country.