How Bigfoot got revenge on Monster Jam

The past few weeks I had talked about how I rebuilt my monster truck library after a series of rainstorms destroyed it. I shared being a lifelong fan of Bigfoot, and some of my favorite toys as a kid. I also reflected on the early days of monster truck competitions in the ‘80s, and how Feld Entertainment pushed Bigfoot out of the spotlight in the ‘90s. By the 2000’s Monster Jam, which was operated by Feld had become a part of mainstream culture. Monster Jam products flooded the aisles of every store. Monster Jam shirts, backpacks, lunch boxes, skateboards, remote control cars, bikes, and toys were everywhere. The big chain retailers like Target, and Walmart carried all things Monster Jam. Even bookstores like Barnes and Noble carried Monster Jam products. In my opinion there hadn’t been any quality 1:64 monster toys since the Super Chargers by Matchbox. This was 15 years before all of these new toys popped up. I wasn’t in a rush to buy anything from the company. I was still upset with how Feld had pushed Bigfoot out of their platform. Worse yet that they made it appear that they were the authority on all things monster truck. As a lifelong fan of off road culture it was hard to find things to collect that didn’t have the Monster Jam branding. The company seemed to crank out more unique monster truck toys in a single season than had ever existed for the entire duration of the Matchbox Super Chargers from 1986-1994.

I would never bash the quality, or selection of the toys themselves. Just as I would never say a bad word about the teams, and drivers for the company. The Monster Jam models were very well made. They were highly detailed. They were also more accurate in scale, and proportion to traditional toy cars, and would be the envy of any toy collector. If I were born in the ‘90s there was no doubt that I would have been bought everything Monster Jam throughout the 2000’s. In addition to the sheer number of available trucks it was their playsets that really caught my eye. At first they were built around the traditional stadium shows, with ramps, cars, and even magnetic sand that you could shape. Later on there were the playsets that had their own original themes. Dinosaurs, zombies, dragons, and more. These were things that appealed to the kid in me. It turned out that there was a reason for these fantastic sets. Mattel produced the Monster Jam toys from 2000-2018 under the Hot Wheels banner. The same creative minds at Hot Wheels were putting their talents into making the best Monster Jam playsets.

Having the Hot Wheels team on board also explained why every season saw a rapid release of new trucks. Mattel released around 50 new, and 130 variant Hot Wheel models every year. Some years they created even more. Coming up with a fraction of those numbers for Monster Jam would be simple by comparison. Kids of all ages could enjoy the vehicles, and sets coming out of Mattel. The quality, and diversity of products had always been held to a high standard. Everything seemed to be great for collectors. For almost three decades Mattel had cornered the toy car market. I want you to remember that in 1997 Mattel purchased perennial rival Matchbox. The company had a stranglehold on the best cars, and tracks around. Suddenly in the summer of 2018 Monster Jam announced that they were ending their run with Hot Wheels, and giving the license to Spin Master toys. The collector forums lit up. This was a multi-million dollar property! What was the reason for the change? Was there a falling out with Mattel, or did Monster Jam buy their own toy manufacturer?

Mattel announced that they were producing an entirely new toy line called Hot Wheels Monster Trucks. The vehicles were similar in build, and scale to those of Monster Jam. Kids, and collectors would be able to put the trucks side-by-side, and not see major differences. The Hot Wheels monster tires were a couple millimeters narrower, but also a couple millimeters taller. In this way Mattel could technically market them as having bigger wheels. The most important part to me was that Hot Wheels would feature Bigfoot at the launch. A few months later they announced that they would also be producing an arena tour. In one quick motion Monster Jam was put on the defensive. Feld had to get an entirely new company to produce toys to the same standards set by Mattel. Then they had to figure out how many customers the Hot Wheels Monster Truck Tour would be taking away of the Monster Jam tour. It didn’t take long for collectors to notice how much Spin Master was poaching the ideas from Hot Wheels. 

Mattel had been developing playsets that told stories for decades before they made monster trucks. In the early days their playsets were fairly standard. They might feature a city center, car wash, parking lot, or construction site. Any kid would be happy with those. Then Mattel challenged their designers to make sets more creative, and interactive. They were essentially creating theme parks for their toy cars. It was not uncommon to have a set based on a haunted house, exploding volcano, rampaging robot, or giant shark. This approach worked for their regular car line, as well as for Monster Jam. Spin Master had to keep the over-the-top feel going, or risk losing customers in the process. Only sales figures would say if they managed to keep up. It didn’t seem to be a big problem for a company with deep enough pockets. There was no independent monster truck organization, or team that could compete with the billions that Feld Entertainment was worth. Not even Bigfoot Inc. had that kind of cash, influence, or connections. Mattel on the other hand was a massive corporation. They were worth twice as much as Feld. In fact the Hot Wheels brand alone was worth billions. It had been a household name for generations, so they didn’t have to try hard to introduce themselves to customers.

Mattel had a very smart marketing strategy with this rollout. They wouldn’t be trying to produce a television series, or put on a stadium show on the scale of Monster Jam. So the logistics, marketing, and overhead were not going to be as expensive. Hot Wheels also had a more targeted approach to the community, and the fan base. It was something that the company had learned during their Hot Wheels Legends Tour, where they created a type of mini car show at every town. So they knew how to target their core audience, while also making a unique event for casual fans. Similarly Monster Trucks Live would be performing in local arenas. Every major city had a venue large enough to host them. Since the arenas were indoors then they could have a show regardless of the weather. Mattel didn’t have to rent out a stadium, haul tons of dirt in, or sell a massive amount of tickets in order to recoup the cost. Recently Monster Jam was having difficulty selling out the bigger venues. This was especially true in a sinking economy. Mattel changed up the format of the show, it wouldn’t just be a rehash of Monster Jam with different trucks. They brought in junk cars, and painted them in bright colors for the monsters to smash. This detail went back to the roots of the sport.

It was something more exciting for fans like me to watch rather than the dirt ramps used by Feld. An arena show ensured a more intimate experience. Seats were closer to the action. The sights, and sounds of car crushes was more intense. Plus smaller shows gave Hot Wheels the ability to host two or three events every weekend instead of a single massive show. Making the transition from Monster Jam to their own toy line was relatively simple for Mattel. The speed in which Hot Wheels was ready for their own tour was unprecedented. Team Bigfoot did the majority of the heavy lifting, but they were joined by other trucks including Holman's Beast, Son of Beast, Basher, Heavy Hitter, and more. Contrary to popular belief Bigfoot did not retire once it had been pushed out of Monster Jam. In fact it had been on tour nonstop for 50 years. It appeared on TV, and movies, but also independent monster truck shows, car shows, county fairs, and other sponsored events.

Bob Chandler had been steadily building newer, and better trucks all the while. This allowed him to run three, four, or more versions of Bigfoot trucks simultaneously. The most recent build as of 2025 was Bigfoot #24. They even had an all-electric Bigfoot (#20). The team had a dedicated crew of mechanics, trailers, and drivers. This allowed them to tour coast-to-coast, and even overseas as well. Mattel was able to work with them, and a handful of other indy monster truck teams to decide which toy trucks would get full size counterparts. Best of all those smaller teams would be able to cash a check from Hot Wheels without breaching any contracts they had with Monster Jam. The trucks that normally appeared on tour with Monster Jam would never appear on the Hot Wheels shows as they had a completely different name, and body. Mattel wouldn’t actually be building an entire fleet of trucks, but instead just creating bodies to place over existing trucks. A traditional truck shape would get a vinyl wrap, making it appear like a specific Hot Wheels model. More unique body shapes like robotic rhinos, neon dinosaur skeletons, tiger sharks, and fire trucks would be created as well. 

Mattel would create the illusion of having a fleet of monster trucks, enough to rival Monster Jam. Each season they could introduce entirely “new” trucks, which were actually just new bodies. They could ensure that the most popular trucks would always be available for a venue, even if they had to swap chassis. It was great for marketing. A relatively low cost for them to undercut Monster Jam, while reaping all of the rewards. Gen-Xers like me grew up with Bigfoot, there were millions of kids that had never seen the truck up close. It made me happy knowing that that the tour would create an entirely new generation of fans. Not only that but kids would be encouraged to find a favorite truck to cheer on. It was a genius move to use the Bigfoot, and other independent fleet of trucks with custom Hot Wheels bodies. At the same time Mattel was looking at the long run. The company heads knew that Bigfoot would always be owned by the Chandler family. So they needed to create their own co-star. In this way if Mattel ever decided to retire the tour then they would still own their new stars. They just needed to figure out who was going to headline alongside the king. The company had thousands, and thousands of Hot Wheels bodies that they could have used. The first one they settled on was a genius choice.

The Bone Shaker was one of the baddest-looking trucks of the past 20 years. It was part rat rod, part street pirate, and all attitude. I’m glad that Hot Wheels didn’t try to create another truck clone. There were dozens of active monsters, with traditional body shapes. Most of them were touring in independent monster shows all across the country. There were some nice ones, but in all honesty the majority were forgettable. Mattel needed something with a unique look, and a solid name. Something that would be remembered long after the tours ended. Most important they needed a ride that would be easy to identify on the toy shelves. Of the thousands of Hot Wheels models they could have selected Mattel definitely chose the best one. They didn’t just build an adequate co-star for Bigfoot. They built their response to the Grave Digger. They sent a shot across the bow of Feld Entertainment. The origins of the Bone Shaker went back decades. It was a descendant from the very roots of hot rod culture itself. A period where nothing was impossible, no build was too outlandish, no motor was too big or too loud. A time when alien-shaped show rods, and Rat Finks were warping young minds, and building a new automotive culture.

Larry Wood was an icon in the toy industry. He first worked at Ford designing cars, but thought he could do something more with his talents. So he left Detroit, and moved to Los Angeles. He ended up at Mattel designing Hot Wheels from 1969 to 2019. He created hundreds of models, and tracks during his career. My brothers, and I had owned many of them. As we got older we would gift them to our cousins, nieces, and nephews in the US, and Mexico. They in turn passed many of those surviving toys onto their children. I don’t think Mr. Wood realized that his influence was not only generational, but also multicultural. The cars he created had been in my family, or extended family for 50 years! What was astounding about the designs of Mr. Wood was that he managed to capture the spirit of the era. His cars in each decade worked for the period, but still looked cool to this day. I dare you to find a toy from the ’70s that would still resonate with kids today. This body of work was something that very few designers in any field had managed to achieve. I would argue that he reached perfection in the 2000’s by harkening back to the cars that influenced him.

The Bone Shaker was first introduced in 2006. It became an instant hit. Kids, adults, and even casual toy fans were drawn to it. It had the perfect mix of real world performance-meets-fantasy that defined the Hot Wheels brand. Over the next decade it was reproduced, recolored, and repackaged again, and again by Mattel. I think the success of the car was because it was a callback to the hot rods that Mr. Wood had grown up with. The Ford Model-T was not known for its performance, but because it was the first mass produced American car. After the 1920’s there were plenty of surplus Model-T bodies collecting dust in garages, and junkyards. They would become the platforms for automotive mad scientists. Modified Model-T’s aka T-Buckets were among the first hot rods. They had their hoods, and fenders removed to shave weight. They also had an exposed souped-up engine. The same things were also done with Ford Model-A, and Model-B bodies from the 1930’s.

The Bone Shaker was styled closer to the Model-A rods. Mr. Wood was growing up when young Americans were creating an entirely new automotive movement. Hot Wheels had made many types of rods over the years, but the Bone Shaker was different. It wasn’t a rat rod either, whose bodies covered in rust, and patina added to their character. The Bone Shaker told a unique story. One that was more of a vibe, rather than a specific time. Mr. Wood used his Hot Wheels magic to make his idea come to life. He chopped it, gave it an intimidating stance, painted it a solid color, with a pirate motif, and added a gigantic chrome skull at the front. These elements were all in varying proportions, and it took somebody with a lifetime of experience to find the right balance.

The Bone Shaker was so revolutionary that it became one of the very few models produced by Mattel that could be transferred to different platforms. First they went with a Baja race truck, then they went to a monster truck. They even produced an “Experimotor” version aka a ‘toon version called the Skull Shaker. In every case the Bone Shaker looked amazing. It was around this time that Mr. Wood decided he was ready to step away from Mattel. The Bone Shaker monster truck toy debuted in 2018. The real life monster truck came out in 2019, the same year that Mr. Wood retired. It was a legacy that he should be proud of. It was important to me as well. Hot Wheels left Monster Jam behind, and put Bigfoot back in the spotlight. I could start collecting again. I’ll highlight the trucks I picked up on a future blog. Were there any companies that you didn't care for that got some karmic justice? Tell me in the comments section. As always if you enjoyed this blog, and would like to sponsor me please visit my Patreon page and consider donating each month, even as little as $1 would help make better blogs and even podcasts!