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 racing livery will be featured on this dedicated collection.
“Like many racing fans, I grew up watching Motul-sponsored BMW and Honda race cars, so it is a dream come true that I can work with the iconic Motul brand,” said Sunrich president Glen K. Chou. “This partnership will not only allow us to gain access to the vintage Motul race car livery, but it will also help us to connect with various Motul racing teams around the world. We look forward to working with Motul to develop a wide range of brand-related racing models.”
Sunrich plans to produce 10-15 models covering race cars from IMSA, WEC and Le Mans. Each one will be a highly detailed scale model of a well-known automotive brand, and all will feature the famous Motul livery seen on real race cars around the world.
The model cars will launch on the market in summer 2022 and will be distributed worldwide through the Sunrich network of trusted partners for sale at retailers and online. More brand-related racing models are planned.
The main consumer market for Sunrich is hobbyists and collectors. However, Sunrich also offers OEM services to various car manufacturers and retailers, creating customized models for use in product launches and promotional events. Motul, a regular partner to major teams at numerous important motor racing events, plans to use these exceptionally detailed scale models as part of its on-site promotions throughout this and next year.
Sunrich Toys & Hobby was founded in 2002 with the goal of offering the highest-quality scale model cars to the US hobby market. By partnering with some of the highest-regarded brands in the industry, it quickly rose to become one of the largest importers and distributors of model cars in North America.
Sunrich began manufacturing its own scale models in 2007 under the brand TSM-Model. It is now a premier worldwide brand.
“Motul’s strong association with some of the biggest motorsport manufacturers and events on the planet is part of what makes it a classic brand,” says licensing veteran Laurent Taieb, who is managing the Motul campaign “This agreement, with a company that is a byword for craftmanship and style, offers a perfect showcase for the famous Motul livery and will delight hobbyists and motorsport enthusiasts everywhere.”
The partners say this collaboration again underlines Motul’s reputation as a world-renowned company, specializing in the formulation, production and global distribution of high-tech engine lubricants for the consumer market, and also as a racing specialist working with some of the world’s greatest factory racing programs and the best car makers in the world.
Motul brand is well known for racing and auto products in over 160 countries and is now taking that powerful reach into a major lifestyle branding campaign, some of which have been previously featured in TLL.
Motul is now targeting a range of high-end collaborations and co-branded products as well as categories, ranging from apparel to backpacks and, of course, car accessories. Motul’s expansion into branded lifestyle products is being supported by global licensing agent WildBrain CPLG, as well as recently appointed agents for Japan, Australia and New Zealand.
Motul is a world-class French company specialised in the formulation, production and distribution of high-tech engine lubricants (two-wheelers, cars and other vehicles) as well as lubricants for industry via its Motul Tech activity.
Unanimously recognised for more than 160 years for the quality of its products, innovation capacity and involvement in the field of competition, Motul is also recognised as a specialist in synthetic lubricants. As early as 1971, Motul was the first lubricant manufacturer to pioneer the formulation of a 100% synthetic lubricant, issued from the aeronautical industry, making use of esters technology: 300V lubricant.
Due to its high performance products, Motul works as a partner to many manufacturers and racing teams in order to further their technological development in motorsports. It has also invested in many international competitions as an official partner or supplier for teams in races like 24 Hours of Le Mans (cars & motorcycle), FIA WEC, Super GT, IMSA, Dakar, MotoGP, World SBK, Enduro, Isle of Man TT, Le Mans Classic, Goodwood Revival and many others.