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Turtle Wax Revs Up New Deals

Global Icons has expanded the licensing program of car care brand Turtle Wax with a host of new deals.

JT Beaven, a supplier of car care accessories, has created a range of brushes, cloths, sponges and towels for Turtle Wax. Products are now available across Europe.

Argento SC will create air fresheners, windshield wipers, safety and repair kits and pet products that will extend Turtle Wax’s Odor-X Technology. Products will be available later this year.

In China, licensee Huabiao Industrial will develop a line of interior accessories including seat covers, floor mats, cushions and wiper blades that will be released in late 2019.

Select Group of Companies will launch electronic and powered cleaners including pressure washers, electronic polishers and hand-held vacuum cleaners, due out in the U.K. by June.

“We want the Turtle Wax licensing program to have a global impact by scaling opportunities with key partners in markets that have increasingly seen a demand in the automotive culture,” says Jeff Lotman, chief executive officer, Global Icons. “Our teams in the US, Europe and Asia have executed region-specific opportunities that will capitalize on the Go Moment and trusted innovation of the brand." 

“Turtle Wax is proud to be sold in more than 90 countries worldwide; to add a suite of complementary merchandise to our product lines around the globe is truly game-changing for our brand,” says Daren Herbert, chief marketing officer, Turtle Wax. “We have been selective with our licensing efforts to ensure it meets the innovative, high-quality values that Turtle Wax is known for, as well as to ensure that the products meet the needs of our consumers in that marketplace. With our partners at Global Icons, we have achieved that goal.”

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