By Allison Watkinson
TLL Reporter
VP Racing Fuels and its exclusive licensing agency Pacific Swell Brands have secured several new licensees for the motorsports brands’ merchandising program.
VP Racing is a manufacturing company known for creating high-performance fuel for land, water and air-based motorsports vehicles. In addition to its professional racing products, VP Racing sells a collection of consumer products that includes outdoor equipment fuels, lubricants, automotive additives, coolants, car accessories and more.
“VP Racing’s licensing program is run with one objective in mind, to expand the brand reach and play a significant role in building the brand in the US and globally,” said VP Racing director, Bob Merz. “Our licensees are chosen for their quality design, manufacturing capabilities, and varied distribution networks.”
The licensing deals secured by Pacific Swell and VP will include a wide variety of lifestyle and automotive product collections from the new licensees.
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The metal sign brand Chrome Domz will develop a collection of licensed VP Racing stainless steel wall art. Desperate Enterprises will be responsible for creating a collection of metal signs based on the VP Racing brand. CPTN Apparel and Craton will both create lines of VP Racing apparel and headwear. In addition, Kelly Telfer is developing a collection of t-shirts, paintings, prints, and posters for the brand.
The barware manufacturer Cymba will create a line of licensed bar accessories and bottle openers for VP Racing. Decalmania will develop a collection of VP Racing-themed decals.
Greenlight will create a licensed collection of die-cast vehicle replicas, scale gas pumps, dioramas, shop tools, and vehicle lifts. Finally, Hoch Brands is creating a line of auto cargo management products for the automotive brand.
“We are very proud of the work we have done with VP Racing, “said Pacific Swell Brands president, Vivian Velasco. “VP Racing is not only a great brand with wide recognition among fans of all motorsports, but they are also great partners to their licensees and support their efforts in bringing the products to fans.”
These new partners join VP Racing’s existing portfolio of licensees which include Castline, Mattel, Matchbox, and Mr. Brands.
Pacific Swell is a full-service licensing agency that focuses on extending brands into new consumer products and retail markets.