Gas Monkey Garage takes the wheel with Rocket!BRANDORA Editorial Staff - May 2015 |
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Hit US show and lifestyle brand brings hot rod heroes and a major apparel deal to Europe.
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Independent licensing company Rocket has been appointed as the pan-European agent for Gas Monkey Garage, the preeminent brand in autotainment and featured in the hit Discovery TV show Fast N’ Loud. The first European licensee, Burning Rubber UK Ltd, a company which specialises in obtaining apparel licensing rights for ‘Americana’ and ‘Petrol Head’ brands within the motorbike and car industry, has already been appointed, and will launch GMG product at an exciting event on May 3rd 2015. Rocket was selected as Gas Monkey Holding’s agent in Europe by Brandgenuity LLC, Gas Monkey’s exclusive licensing agency. The Gas Monkey Garage concept is simple: Richard Rawlings and his crew of Monkeys turn rust to gold building the fastest, most badass cars around! An adventurous car builder with a style all his own, Rawlings searches the far flung corners of the South for derelict classic cars to restore and sell at his world-renowned hot rod shop in Dallas, and people just can’t get enough. In addition to traditional consumer products, the brand has been extended into restaurants, a music venue and has more expansion plans in the pipeline. Fast N’ Loud is gaining audience share on Discovery channels in the UK, France, Germany, Spain, Holland and Sweden, as well as Sky in Italy, as more and more European viewers tune in for car care the Gas Monkey Garage way, or as Richard and the Monkeys call it, “Blood, sweat and beers!” The European brand campaign has already got its foot to the floor with the signing of Burning Rubber UK Ltd, whose extensive apparel range will include t-shirts, polo shirts, hoodies, sweaters, workshirts, casual shirts, socks, gloves, car jackets and work jackets. Accessories such as hats, beanies, underwear, belts, buckles, stickers, car pendants, key rings and key covers will also part of Burning Rubber’s Gas Monkey Garage output. |
Burning Rubber UK Limited has teams in the UK, Spain, Canada and Australia. Its customer base is located across Europe, China, Japan and Thailand and made up of independent clothing shops, department stores and online retailers, enabling the company to offer brand owners a systematic and thorough market penetration for their brands.
Rocket is also looking at a number of other categories appropriate to the brand including: bags, accessories, tablet and mobile phone covers, barbecue equipment and accessories, towels, robes, bottle openers and souvenir plush. And — of course — car decoration and auto accessories.
The brand will be showcased at retail and trade shows and at major European car events like the Wheels Festival and the Goodwood Festival of Speed in the UK, Kustom Kulture in Germany and the Motorbike Expo in Verona, Italy.
Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “Gas Monkey Garage is a fun, exciting brand that appeals both to lovers of stylish cars and to people everywhere who enjoy a hard-working, hard- playing lifestyle. We’re looking forward to a strong response to the brand in Europe throughout 2015, led by the striking apparel lines from Burning Rubber and the strong word of mouth about Fast N' Loud.”
Antonio Blanco adds: “We at Burning Rubber UK Limited pride ourselves on obtaining apparel licensing rights for some of the hottest brands within the motorbike and car industry. We are therefore incredibly proud to have been appointed the apparel licensee for the Gas Monkey Garage brand in Europe by Rocket Licensing / Brandgenuity. Gas Monkey Garage is currently one of the most exciting motor brand properties worldwide.”