Hot Wheels Monster Trucks Live has roared through three cities since launching earlier this year, bringing the popular toy brand to the Bert Ogden Arena in Edinburgh, Texas (Jan. 5-6), Cleveland’s Wolstein Center (Jan 12-13) and the Mississippi Coliseum in Jackson (Jan. 19-20).

“The format is fairly simple — it’s six monster trucks and they do five different disciplines of competition,” said Ken Hudgens of Legacy Motorsports Events, who is touring the Hot Wheels brand with former Feld Entertainment executives Tim Murray, Eric Cole and Bob Boggess. Last year Legacy  formed a partnership with Raycom Sports to create Raycom Legacy Content, which is producing Hot Wheels Monster Trucks Live.

Hudgens said the show includes freestyle motocross with veteran riders Brody Wilson and Cody Elkins, as well as Megasaurus, the fire-breathing metal dinosaur, and the original Big Foot monster truck.

About 16,000 fans saw the first shows in Edinburgh and Hudgens said about 50 percent of fans were kids, many under the age of five.

“It’s a little bit different than the other properties in that space,” Hudgens says, adding that Hot Wheels has kids ticket pricing as low as $5 per ticket and also offers free access to the pre-show and Crash Zone, where fans can get autographs. Adult prices are $20-$25 per ticket.

“All six of the monster trucks have Hot Wheels designs on them, so they’re most popular,” Hudgens explains. Hot Wheels Monster Truck Live will hit seven more markets and then announce a new 10-city tour for the second half of the year.

“The idea is that it’s not just a first quarter property, but  a 12-month property,” Hudgens says. “Next year we hope to grow it to 30 events and to develop an international brand.”

The event also features exclusive Hot Wheels products and toys fans can only get at the show — “we’re blowing through toys at a pace that I never thought we would, so we’re gonna have to sort of recalibrate on the best way to do that.”

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