The Licensing Letter

Automotive Accessories

Speed Society Releases Streetwear Collection with VP Racing

By Allison Watkinson TLL Reporter VP Racing Fuels and Speed Society are releasing a licensed streetwear collection called The Racing Class. The licensing agreement between the two company's was brokered by Pacific Swell Brands, the exclusive licensing agent of VP Racing. Pacific Swell is a boutique licensing agency that is known for extending brands into new consumer … [Read more...] about Speed Society Releases Streetwear Collection with VP Racing

Bundaberg Partners With ToolPRO for Rum-Inspired Cabinets

By Allison Watkinson TLL Reporter Asembl has teamed up with Diageo’s Bundaberg Rum and ToolPRO on an exclusive, co-branded tool cabinet for Supercheap Auto. Asembl is a strategic and research driven brand extension agency with a focus on design, FMCG and lifestyle. The company works with global brand owners to bring new licensed products and service innovations to … [Read more...] about Bundaberg Partners With ToolPRO for Rum-Inspired Cabinets

Automotive Licensing: VP Racing Revs Up European Licensing Program With Kustom Yard

VP Racing Fuels added some horsepower to its licensing efforts in Europe, signing a deal with apparel company Kustom Yard. VP Racing Fuels is a global leader in performance fuels, lubricants, and additives, and has successfully licensed its brand in several lifestyle categories. Its Mad Scientist brand (seen in photo at top) has become a well-known image for those who feel the … [Read more...] about Automotive Licensing: VP Racing Revs Up European Licensing Program With Kustom Yard

Licensing Mergers: IMG Acquires Auction and Live Events Company

By Allison Watkinson TLL Reporter The licensing and brand giant IMG has acquired a majority stake in the collector car auction and live events company Barrett-Jackson. Barrett-Jackson’s events and high-energy auctions are known to attract many auto collectors, fans and celebrities, as well as millions of TV viewers. Its flagship Scottsdale event, founded in 1971, auctions … [Read more...] about Licensing Mergers: IMG Acquires Auction and Live Events Company

Watchmaker Depancel Posts Fast Times, With Motul Inspired Watch

By Allison Watkinson TLL Reporter The racing and automotive brand Motul has launched a new luxury watch, in partnership with car-crazy watchmaker Depancel. Motul and Depancel are both companies that are connected to ... and some would say obsessed with ... the world of car brands and auto racing. To mark their signature interest, the two companies have now released a new … [Read more...] about Watchmaker Depancel Posts Fast Times, With Motul Inspired Watch

Flybar, Inc. Announces New Licensing Deal with Hoonigan Industries

By Allison Watkinson TLL Reporter Flybar, Inc. has announced a licensing agreement with Hoonigan Industries to produce a line of automotive toys and outdoor products. The upcoming consumer products line will include radio control vehicles, ride-ons, and playsets. The first collection is being released to all channels of wholesale distribution and is set to hit stores in … [Read more...] about Flybar, Inc. Announces New Licensing Deal with Hoonigan Industries

Dr. Scholl’s Puts Best Foot Forward in Auto Licensing Deal

Licensing agency Brandgenuity has extended popular foot care brand Dr. Scholl’s into automotive accessories with industry leader Custom Accessories. Since 1974, Custom Accessories has been a leader in vehicle accessories. The company offers a complete portfolio of products and solutions including seat cushions, seat covers, and steering wheel covers. Custom Accessories … [Read more...] about Dr. Scholl’s Puts Best Foot Forward in Auto Licensing Deal

Trademark Licensing: Motul and Sunrich Announce Agreement for Scale Model Cars

By Gary Symons TLL Editor in Chief The lifestyle and motoring brand Motul has announced a partnership with Sunrich Toys & Hobby for a range of Motul branded model cars. Sunrich is a specialist company that designs and manufactures the highest-quality scale model cars for the global hobby market. Thanks to a deal brokered by WildBrain CPLG, Motul's classic red and white … [Read more...] about Trademark Licensing: Motul and Sunrich Announce Agreement for Scale Model Cars

Automotive Licensing VP Racing Fuels Launches Hi-Performance Oil Filters With Champion Laboratories

VP Racing Fuels, Inc., a world leader in performance fuels, lubricants, additives, and retail, has signed a licensing agreement with Champion Laboratories, Inc. to offer a line of premium racing oil filters designed for racing and high-performance passenger cars.  "At VP Racing Fuels, we pride ourselves in partnering with best-in-class manufacturers like Champion Laboratories … [Read more...] about Automotive Licensing VP Racing Fuels Launches Hi-Performance Oil Filters With Champion Laboratories