Tag Archives: Motul

Motul appoints IAM as licensing agent for South Korea

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The global lifestyle brand Motul has appointed IAM Allrights as its agent for South Korea.

Offering a wide range of licensing and consulting services, IAM (an abbreviation of Intangible Assets Management) is a leading name in the Korean licensing business with a strong portfolio of clients that includes diverse overseas brands such as Police, Baldessarini, BeeDees and Galian, along with a number of major domestic brands.

As well as identifying potential licensees, retail and marketing strategies that convey the personality and spirit of the Motul brand, IAM will be actively engaged in maximising brand values by looking beyond traditional merchandise licensing and by capitalising on various business opportunities.

This has an obvious appeal for Motul, a brand with strong potential within and beyond the automotive space in which it originally made its name. IAM will therefore develop a licensing programme targeting motorcycle and car enthusiasts, automotive professionals, motor-caravan owners and a growing outdoor and leisure market for families. Key categories will include workwear, maintenance tools and equipment alongside lifestyle categories such as apparel, accessories and gifting.

Motul is a world-renowned company specialising in the formulation, production and global distribution of high-tech engine lubricants. For many decades it has also been a dedicated technical partner and official supplier to some of the finest motor racing teams and manufacturers in history. Its presence today extends to over 160 countries, and numerous event partnerships including the Dakar Rally, Le Mans and Goodwood Revival.

The Motul brand is now bringing its 100-year heritage, and its associations with speed, style, adventure, performance, elegance and above all winning, to a major lifestyle branding campaign. It will be targeting a wide range of categories, ranging from apparel, stationery, houseware and apparel to backpacks, phone covers and car accessories.

IAM is the newest addition to a fast-growing Motul agency network which now includes global licensing agent Aspire for WildBrain CPLG, as well as recently appointed agents for Japan, Australia and New Zealand.

KS Kim, President of IAM, says: “Motul is a world-class brand whose rich heritage and global reputation will be the perfect inspiration for a varied licensing programme that will maximise the brand’s presence and profitability in the Korean market. We fully intend to provide many opportunities for Korean consumers to enjoy a new and wider experience of the Motul brand.”

Managing the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years’ experience. He says: “With its extensive marketing networks in Korea and Asia, exclusive access to the Korean market and expertise in understanding and bridging cultural and market barriers, IAM is the perfect partner to build the presence of the Motul brand in Korea. We’re delighted to be working with such a respected and expert partner in this key market.”

 

Motul and Sunrich announce agreement for scale model cars

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Major lifestyle and motoring brand Motul has announced a partnership with Sunrich Toys & Hobby, which designs and manufactures high-quality scale model cars for the global hobby market.

Sunrich will produce and distribute a special range of model cars featuring the classic red and white Motul livery. The deal was brokered by WildBrain CPLG, Motul’s global licensing agent (excluding APAC).

Sunrich, a wholesale distributor and exclusive importer of premier scale model cars, will 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.

The model cars will launch on the market in summer 2022. They 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 customised 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.

This partnership demonstrates the strength of the Motul brand, which is known in over 160 countries and is now taking that powerful reach into a major lifestyle branding campaign.

Motul is 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, supported by global licensing agent WildBrain CPLG, as well as recently appointed agents for Japan, Australia and New Zealand.

Glen K. Chou, President, Sunrich, says: “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. 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.”

Managing the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years’ experience. He says: “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. 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.”

Motul appoints Ingram as licensing agent for Japan

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Motul has appointed Ingram as its agent for Japan.

Founded in 1992, Ingram (International Guidance Research And Management) has been a leading name in the Japanese licensing business for nearly three decades, and specialises in developing well-known global properties in the Japanese market and bringing popular Japanese brands to the international market.

Ingram’s homegrown clients include Rilakkuma, Mamegoma and Tarepanda, while its overseas properties include UCLA, Nesta and Cambridge University, and a number of major lifestyle brands including Norton, Santa Fe and Route 66.

The partnership continues Motul’s expansion as a major lifestyle brand, targeting a wide range of categories ranging from apparel, stationery and houseware to backpacks, phone covers, kitchenware and, of course, car accessories.

Ben Kato, founder and owner of Ingram, says: “We are thrilled to be working with Motul, a renowned company in motor sports, as its licensing agent in Japan. By combining Motul’s powerful brand identity with our strength in licensing and promotion, we expect to build a strong presence in Japan for Motul and a diverse range of products across many sales channels. Motul is a genuinely exciting prospect in this market, and I am looking forward enormously to working with this property.”

Managing the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years’ experience. He says: “Motul is a globally recognised name that is perfectly positioned to become a popular lifestyle brand in multiple categories and markets. We are delighted to be working in the key Japanese market with Ingram, an established and respected name with a strong international reach and a powerful reputation for working with both overseas and lifestyle brands.”

Motul appoints Blue Chip Brands as its agency for Australia and NZ

BLE latest: Style Sisters’ live appearance, plus attractions for speed freaks and dog lovers

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Come and meet the celebrities’ favourite duo, the Style Sisters, for an insight into their incredible skill set detoxing, styling and organising homes; relax with special guests from Battersea Dogs & Cats Home and Guide Dogs; check out the latest automotive innovations with Motul and more.

With nearly 300,000 Instagram followers, celebrity clients and fans aplenty, Style Sisters Gemma Lilly and Charlotte Reddington are taking time out of their busy schedules to make an exclusive appearance at Brand Licensing Europe (BLE) next Thursday (18 November) to tell the story of their burgeoning brand in the Retail Trends Lounge and take part in a meet-and-greet at the BLE bar.

Attendees are not only able to grab one of 40 giveaway copies of their book Style Sisters: Helping you live an organised and stylish life, but also be in with a chance to win a very special wardrobe detox* by The Style Sisters themselves.

“We are thrilled that the Style Sisters are able to join everyone at BLE, talking to retailers, licensees and guests about their success in business and what it takes to bring an organised and stylish life to everyone’s home, and on all levels of budget,” says Francesca Lisle, Managing Director, Lisle Licensing.

“Style Sisters are due to launch their licensing programme in Spring 2022 and are looking forward to sharing their plans with guests in the retail lounge and in the BLE Bar during Thursday afternoon.  After all, every stylish life deserves a glass or two to make you smile!”

Exclusive appearance from the Style Sisters on Thursday 18 November:

2.15pm-2.45pm – Presentation and Q&A in Retail Trends Lounge
2.45pm-3.45pm – Meet & Greet at BLE Bar (Stand C191)

Gemma and Charlotte’s appearance at BLE (17-19 Nov, ExCeL London) is just one of many exciting new announcements to the event schedule.

Each day of the show, BLE attendees can meet a Battersea dog or join the Battersea Dogs and Cats Home team at any time for a chat and ice cream by Jude’s (visit stand #C201), which last year launched its Battersea branded ice cream for dogs.

Guide Dogs for the Blind will also be bringing two adult dogs and two pups in training to the first day of BLE, Wednesday November 17. Attendees can meet them via their brand licensing agent, Bulldog Licensing (stand #A182), or come and say hi as they make their way through the show.

Attendees with a love of all things automotive can visit a wide variety of cars and motorcycles on the show floor from a range of prestigious brands. Direct to Retail will be bringing an M-Sport WRC Rally Car (Stand #D143/C190), BlueSkye Licensing and KJG Ltd will be showcasing the world’s smallest car, the Peel P50, on the BLE Bar and the Motul Café will be hosting two iconic British and Italian bikes – the 1956 Triumph Bobber and 1979 Moto Guzzi Custom – to bring automotive brand licensing to life.

BLE runs from Nov. 17-19 and is also followed by a complementary two-day online event on 30 Nov and 1 Dec. Registration for both events is free and available online at www.brandlicensing.eu. Please note, visitors to the in-person event at ExCeL London are asked to register by Tuesday 16 November.

* The winner of the Style Sisters’ Wardrobe Detox must live within the M25 and must submit a picture of their wardrobe to gain approval. Single/two single wardrobes only.

Motul appoints Blue Chip Brands as its agency for Australia and NZ

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Following its appointment in March of WildBrain CPLG as its global agent (excluding AsiaPac), engine oil brand – and now lifestyle brand – Motul has appointed Blue Chip Brands as its agent for Australia and New Zealand.

Motul has also appointed licensing specialist PR and marketing agency kilogrammedia to manage its relations with the licensing trade press. In addition, the brand will be the sponsor of the Motul Café, the Brands & Lifestyle Bar at Brand Licensing Europe at London’s Excel from 17-19 November.

Motul is specialises in the formulation, production and global distribution of high-tech engine lubricants for the consumer market.

In the 1950s the brand began using racetracks and international motorsports events to develop, refine and test its products. As a result, the company has been a dedicated technical partner and official supplier to some of the best-known teams and manufacturers in history, with a presence in over 160 countries, and numerous event partnerships including the Dakar Rally, Le Mans and Goodwood Revival.

Among the many categories the campaign is targeting will be bags, stationery, earphones, phone covers, masks, kitchenware, houseware and, of course, car accessories. It will also address a wide range of apparel, from t-shirts to padded jackets, deck shoes to hats, safety helmets and sportswear. Like the brand’s famous red and white banner, the designs will be simple, direct and striking.

Nature and the great outdoors are another target market, with potential for rugged, functional apparel lines as well as backpacks, tents and portable stoves.

There is also the opportunity to highlight the near 100-year heritage of the brand through special retro ranges deploying versions of the brand throughout its early history.

Managing the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years’ experience. He says: “Our aim with Motul is to bring both the brand and its many associations to a global audience. The appointments of both WildBrain CPLGand Blue Chip Brands are key to developing the extraordinary potential of this brand, and we’re delighted to be working with both of these highly respected agencies.”

WildBrain CPLG tapped as Motul eyes lifestyle brand extension across apparel, toys, and more

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WildBrain CPLG has been tapped as the global agent for the engine oil brand, Motul in an agreement that will mark its first expansion into licensed products. Under the partnership, WildBrain CPLG’s dedicated lifestyle division will target categories including workwear, tool, car and bike maintenance goods, and garage equipment.

Plans will also encompass lifestyle categories such as apparel, accessories, gifting, construction toys and kits, and retail loyalty promotions.

Originated in the USA in 1853, with the Swan & Finch Oil Corporation, Motul has specialised in the formulation, production and worldwide distribution of high-tech engine lubricants, aimed at the end consumer. Motorsports has been Motul’s primary laboratory for creativity and innovation since it first stepped into racing in the 1950s, with the brand using racetracks and international motorsports events to develop, refine and test its products to the limits.

As a result, the company has been a technical partner and official supplier to some of the the finest teams and manufacturers in history. Motul is now present in over 160 countries, and recent event partnerships for the brand include the Dakar Rally, MotoGP, World WSBK, the 24 Hours of Le Mans, IMSA, Le Mans Classic and Goodwood Revival.

Victoria Whellans, group brands director at WildBrain CPLG Lifestyle, said: “With Motul’s rich heritage and reputation as one of motorsports’ most notable players, the brand has excellent licensing potential in a diverse range of categories. We’re already working closely with Motul to build a best-in-class consumer products offering, which will be closely aligned with the brand’s core values – premium, specialist, ingenious, brotherly, passionate and authentic.”

Romain Grabowski, head of brand at Motul, said: “It’s with great pride that we announce our collaboration with WildBrain CPLG, as we both share the same ambition and they were immediately an obvious choice to us. The WildBrain CPLG team has an extensive network and impressive experience within the licensing world and we’re confident they will carefully identify licensees that are matched with our primary focus on quality as well as with our unique spirit, which is a considered blend of authenticity, innovation, passion for racing and taste for adventure.

“The official Motul licensed products offering will soon be available across different markets and will give Motul fans, petrol-heads, drivers, riders, DIYers and mechanics the opportunity to enjoy a wider experience with the Motul brand.”

Motul joins WildBrain CPLG’s growing lifestyle portfolio, which also includes Absolut Vodka, Charlotte Posner, Karcher, Kikkoman, The Metropolitan Museum of Art, Osprey London, Parental Advisory, Chupa Chups, Mentos, Smint, Yale University and Harvard University.