Hoonigan Racing Brand Adds Three New Licensees

The deal covers the Hoonigan, Gymkhana, Climbkhana and Terrakhana brands.
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License Global

August 9, 2021


Hoonigan, an automotive lifestyle brand and automotive influencer on YouTube, has announced three new licensing partners: Hopkins Manufacturing for automotive accessories, Kustom Yard for select apparel and accessories and Thunder Tiger for remote-control vehicles.  All three licenses were secured by The Brand Liaison as exclusive licensing agent for Hoonigan, and its brands Hoonigan, Gymkhana, Climbkhana and Terrakhana.

“Hoonigan is on the leading edge of sports and automotive culture, building digital content that caters to an avid base and licensing is such a natural brand extension,” says Jennifer van Dijk, chief executive officer, Hoonigan. “Licensing provides us the opportunity to offer our fans unique licensed products and build the interactive experience. We are excited to be working with our new partners to build the Hoonigan licensing program and provide our fans with exciting new products.”

For example, Hopkins Manufacturing will create an entire line of automotive accessories

across all six major company divisions, including seat covers, car mats, sunshades, organizers, mobile accessories, stickers and more, all specially created for the Hoonigan brands. Kustom Yard is developing full collections of Hoonigan-branded apparel and accessories featuring the cars and images of the Hoonigan, Gymkhana, Climbkhana and Terrakhana series while Thunder Tiger is creating custom remote-control vehicles.

In addition to Hoonigan e-commerce, channels of distribution will include mass merchants, automotive stores, sporting goods, warehouse clubs, farm and agriculture and home improvement channels as well as specialty automotive, c-stores and car washes.

“This is one of the coolest properties we’ve ever represented,” says Steven Heller, president, The Brand Liaison. “You are immediately hooked on these heart-racing videos, and they have built an entire car culture. You can’t fake this. Ken Block is the real deal. Mad skills!”

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