Brand and licensing agency, Global Trademark Licensing has secured an expanded representation deal for Lotus Cars – with the automotive company’s recently unveiled mid-engined premium sports car model, the Emira, now added to GTL’s remit.
GTL represents Lotus Cars globally across all categories with a strong focus on toys, collectables, gaming, interactive and lifestyle categories.
The first partnership for Emira has already been inked, with gaming studio and developer NaturalMotion.
Under the deal, the Emira is now available for players to race in NaturalMotion’s mobile drag racing game, CSR Racing 2 (CSR2), which sees players collect and tune the hottest and latest cars to compete on tracks.
“Lotus Cars’ legacy has been cemented with the launch of the Emira, which has created a real buzz with fans and the automotive industry alike,” commented Lindsay Weaver, director of special projects at Global Trademark Licensing. “We anticipate real interest from the licensing industry across all categories, including lifestyle, to bring a wide range of consumer products globally.”
Julian Widdows, vp at NaturalMotion Racing Studio, added: “CSR2 offers the ultimate accessible racing experience, and we are very excited be working with GTL and Lotus to add the brand new Emira to our racing car portfolio.
“The addition of this model, hot off its recent unveiling, underscores our commitment to put players in the driver’s seat to race some of the world’s most iconic and coveted car models.”
GTL’s roster of international automotive brands includes Lotus Cars, Pagani, Jaguar Land Rover, Mercedes Benz, McLaren Automotive and McLaren Racing.
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