Licensing agent will grow the auto company’s Honda/Acura Automotive and Honda Powersports brands.

American Honda Motor Co. has appointed Earthbound Brands to take the wheel and drive the company’s licensing program.

The New York-based agency will now assume control of the car company’s existing licensing program, which is currently comprised of more than 100 partners across multiple categories.

“American Honda is a powerhouse in the automotive and powersports industries, long known for reliability and superlative products, we feel that success should translate at retail too,” says Jeffrey Cohen, chief executive officer, Earthbound. “We have built our reputation on extending the reach of corporate brands through smart, strategic licensing programs and think we’ll be able to use this focus and expertise to do the same for American Honda.”

Moving forward, Earthbound will concentrate on lifestyle apparel, accessories, motorcycle gear and equipment, bicycles, toys and games, appliances and electronics, auto care and accessories, novelty products and gaming products for the automakers Honda/Acura Automotive and Honda Powersports brands.

“[American Honda was] looking for a partner that understands our brands and can develop an integrated licensing program that strategically strengthens and extends our brands,” says David Heath, senior manager, brand licensing and corporate marketing programs, American Honda. “We look forward to working with Earthbound to accomplish these goals.”

American Honda will join a host of corporate brands at Earthbound including DuPont, Cooking Light, Better Homes and Gardens, Cover Girl and InStyle, among others.