Global Icons is on board to extend the car care brand into a host of new categories.

GLOBAL–Automotive care brand Turtle Wax has selected Global Icons serve as it's exclusive licensing agent worldwide.

Global Icons will now work to build on Turtle Wax’s existing portfolio of licensees and will aim to leverage the Turtle Wax brand into a variety of new categories worldwide.

“Innovation is part of Turtle Wax’s DNA–our focus is on research and development of products that meet the ever-changing needs of consumers. This approach has made us a leader in the car care category for more than 70 years,” says Daren Herbert, chief marketing officer, Turtle Wax. “Staying ahead of the curve means constantly evolving, and that’s why we’re exploring new licensing opportunities to complement our best-in-class car care product lines. With smart partnerships, we’ll be able to provide consumers with a holistic approach to car care that’s grounded in the values Turtle Wax is known for: innovation and quality.”

The Turtle Wax brand currently produces interior and exterior products for car enthusiasts with distribution deals across 90 countries. Most recently, the brand partnered with Lifeworks and Rally Manufacturing to create a collection of branded automotive accessories. The company has also invested in the eSports sector with a sponsorship of the eSports team OpTic Gaming.

“I have been a car collector for many years, and I have used Turtle Wax for that perfect shine,” says Jeff Lotman, chief executive officer, Global Icons. “I look forward to expanding this great brand worldwide."