Pacific Cycle Rounds up Dodge Brand for Powerhouse Licensing Partnership
The world's leading bicycle supplier and marketer forms strategic licensing partnership with Dodge
LOS ANGELES, Sept. 24 -- Pacific Cycle Inc., the world's leading supplier and marketer of bicycles and owner of popular recreational brands including Schwinn(R) and Mongoose(R) bicycles and KidTrax(TM) electric ride-on vehicles announced today a licensing agreement with the Dodge brand. Through this agreement facilitated by Brand Sense Partners, LLC., an integrated brand extension and business development firm and the exclusive licensing agency for Dodge, Pacific Cycle will develop Dodge-branded products including children's and adult bicycles and children's motorized ride-ons.
"Pacific Cycle focuses on integrating strong play value, safety, realism and innovation in our products," said Danna Dueck, licensing manager for Pacific Cycle. "We are excited to partner with Dodge by integrating the brand's passion, strength, and boldness into our bicycles and children's motorized ride-ons."
"Pacific Cycle has a long heritage delivering consumers top-notch recreational products," said Ramez Toubassy, president of Brand Sense Partners. "It's a natural fit to align the world's leading supplier and marketer in the bicycle category with the Dodge brand. We are certain this alliance will prove successful for both parties involved while producing high quality, fun products for children and adults alike."
Pacific Cycle's license agreement covers a variety of Dodge nameplates, including Viper, Charger, Ram, Rampage and HEMI(R). Product categories will include children's electric ride-on vehicles; foot-to-floor ride-on vehicles; and adult and juvenile bicycles. Distribution channels will include leading mass market retailers such as Wal-Mart, Target, Kmart and Toys "R" Us, as well as specialty toy retailers. The first Dodge electric ride-on is expected to be released in spring 2008.
About Pacific Cycle Inc.
Pacific Cycle Inc. is a division of Dorel Industries, Inc. (TSX: DII.B, DII.A) The company designs, markets and distributes a full range of recreation products under the brand names of Schwinn, GT Bicycles, Mongoose, Pacific, InSTEP, Pacific Outdoors, Schwinn Motor Scooters, Kustom Kruiser, Roadmaster, Murray, PlaySafe, KidTrax and Dyno. The company's licensing program develops products carrying the brands of Disney(R), Dodge(R), Tonka(R), Groovy Girls(R), Corvette(R) and Bratz Babyz(TM), among others.
About Brand Sense Partners
Brand Sense Partners, LLC accelerates the growth of new categories of business for their clients by leveraging their brand equity and other strategic assets. The firm's visionary team of diverse industry experts develop, analyze and then execute new business initiatives -- while reducing capital costs, risk and time to market. The result: new highly profitable revenue and accelerated strategic business growth. Brand Sense's broad range of clients include consumer brands in the sports, entertainment, automotive, retail, fashion, cosmetics and technology industries. Brand Sense Partners is headquartered in Los Angeles. For more information on Brand Sense Partners, please visit http://www.bsp.com/.
About Dodge Licensed Products
Dodge and HEMI are trademarks of Chrysler LLC. Dodge consumer products are manufactured and produced under license from Chrysler LLC. The Dodge brand and all consumer-licensed Dodge products are exclusively represented by Brand Sense Partners, LLC (http://www.bsp.com/). Dodge licensed products can be found in many channels of retail throughout the world with primary distribution in the United States, Canada, Europe, Asia, and South America.