MUMBAI: Fitz Roy Media (FRM) has signed an agreement with Brothers Entertainment Merchandising (BEM) and Odd Rods Productions for the development of Odd Rods, an irreverent, iconic property featuring big-headed monsters in muscle cars, motorcycles and more.

This was popular during the 1970s as a trading card series. The announcement was made by Fitz Roy Media CEO Hamp Hampton.
 
Effective immediately, the long-term agreement directs FRM to develop, produce and distribute Odd Rods animation derived from over 300 Odd Rods characters, along with the creation of a digital trading card library, gaming content and an integrated consumer products programme.

Development will begin this year on animation, a style guide and gaming content, and will include original rock n’ roll music that will be an integral part of the brand strategy.

Created in 1969, the Odd Rods trading card and stickers series featured bizarre creatures in weird dragsters, funny cars and rods that soon became a phenomenon as kids across the country began peeling them from their backing and sticking them on everything – bikes, jackets, books and, to the frustration of many angry mothers, bedroom doors, walls and windows.
 
Brothers Entertainment Merchandising president Joseph Bongiovi says, “The Odd Rods property is more relevant today then it was over 40 years ago and the Fitz Roy Media team are poised to help us reintroduce it not only to the fans who grew up with it but to their kids."
 
Hampton says, “Odd Rods is a classic property that is well positioned to capture a new generation of kids with a cadre of wacky and bizarre characters whose actions and antics – together with original 21st century rock music – are certain to create a ruckus kids will enjoy. We look forward to working with BEM as we reinvigorate this iconic property for today’s kids.”