Route 66 Revs Up Licensing Plans

New agent the Brand Liaison will build the classic Americana brand.

Tempting Brands has appointed The Brand Liaison to launch the licensing of its Route 66 brand in North America.

Licensing opportunities for the stretch of highway from Chicago to Los Angeles include luggage, backpacks, handbags, travel kits, perfumes colognes and more, all featuring the name, logos and images of Route 66–both current and nostalgia.  

“This brand represents the spirit of Americana,” says Steven Heller, president, The Brand Liaison. “Just the name Route 66 alone, conjures images of the brand and its road sign logo, but also cars, motorbikes, music, fashion and anything else Americana–even the U.S. landscapes. It is a great brand for licensing in so many categories.”

The Route 66 licensing program currently includes hundreds of current and nostalgic images in a 400-plus-page style guide, which also includes various slogans embracing the spirit of the American road warrior: “Get Lost in the Right Direction,” “Feel the Freedom,” “The Road that Built America” and “Get Your Kicks on Route 66.”