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Multi-year deal will see firm drive motocross brand in Australia and New Zealand.

Haven Licensing partners with Crusty Demons

Haven Licensing has inked a multi-year deal with motocross brand Crusty Demons.

The firm will look to drive the licensing programme in Australia and New Zealand.

Launched in 1994, Crusty Demons are the daredevils of extreme sport motocross, notching up over $200 million in live event ticket sales and sales of more than 2.5 million DVDs worldwide to date.

Crusty Demons already has a multi-million dollar strategic partnership with Target Australia across apparel, accessories and bedding. New SKUs are planned for sporting goods, menswear and other categories.

"We’re incredibly excited to be partnering with Crusty Demons to expand the brand into new categories and distribution channels," said Tom Punch, MD at Haven Licensing. "With a huge established fan base down under and an exciting promotional schedule ahead, we look forward to delivering a programme that will resound with the broad spectrum of thrill seeking fans."

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