New licensing agency revs up with Santa Pod Raceway as first worldwide client.
New licensing agency, Faster Brands, is off the starting grid and looking to make an impact with its first worldwide client, Santa Pod Raceway.
After 30 years working in rock merchandising, Chris Parkes is swapping licensing rock bands for race cars, establishing Faster Brands with David Bickers, who in turn has created licensing programmes for properties such as Land Rover, BMW Mini and MG.
Their mission is to bring together a stable of ‘potent’ automotive brands, working with suppliers and retailers to develop long lasting partnerships and memorable products.
Faster Brands has signed Santa Pod Raceway as its first client, which has been the home of European drag racing for over 50 years. Major televised events at ‘the Pod’ attract over 35,000 visitors.
Global partnerships are being sought for a wide variety of product categories including die-cast models, seasonal giftware, children’s homewares, games, TV media, toys, food and beverage and apparel.
“There is a healthy global interest in classic motor brands right now,” said Chris Parkes, md of Faster Brands. “As an ex-racing driver myself with a background in merchandising and licensing, establishing a specialist agency offering inspirational automotive brands seemed logical.”
Co-director David Bickers added: “I am very excited to be returning to the brand licensing arena after 35 years of developing global licensing programmes for sports, fashion and significant corporate brands, while working with some fantastic people. Joining Chris to form Faster Brands was just too tempting to miss.”
Speaking about the ensuing licensing programme for Santa Pod Raceway, ceo of Trakbak Racing – which owns and operates the Raceway – Keith Bartlett said: “After spending the last 10 years developing the Santa Pod brand across drag racing and hot rodding along with other outlaw and extreme sports markets, now is the right time to take the brand directly to the public.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
