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Monster Inks Yao Ming As Face Of China Efforts

7/23/2010 01:10:36 PM Eastern

Brisbane, Calif. - Monster, looking to grow its business in China, has formed a China-based company staffed with locals, and has inked Chinese NBA superstar Yao Ming to be its face there.

Monster will partner with Ming to develop a broad range of co-branded "Yao Monster" consumer electronics and lifestyle products for distribution in China.

Yao Monster products will include headphones, bags, 3D glasses and home theater connectivity and power products, the company said.

"While there is tremendous opportunity in the China marketplace, there are many barriers to expansive distribution that make it a challenge for companies seeking to penetrate the market," Head Monster Noel Lee said in a statement. "So, in developing the Yao Monster line, we went to great lengths to create products with strong appeal to China's lifestyles and trends. We started our own company there using Chinese staff to be culturally connected to the market."