Unveiled in July, the Emira sports car range was designed to define a new era for the Lotus business and brand. GTL has been appointed to take the new brand further as official brand and licensing representative.
Shortly after signing the expanded representation agreement, GTL announced the first partnership for the brand with game developer NaturalMotion – a subsidiary of Zynga – for the hit mobile game “CSR Racing 2.”
“’CSR2’ offers the ultimate accessible racing experience, and we are very excited to be working with GTL and Lotus to add the brand-new Emira to our racing car portfolio,” says Julian Widdows, vice president, NaturalMotion Racing Studio. “The addition of this model, hot off its recent unveiling, underscores our commitment to put players in the driver’s seat to race some of the world’s most iconic and coveted car models.”
“Lotus Cars’ legacy has been cemented with the launch of the Emira, which has created a real buzz with fans and the automotive industry alike,” says Lindsay Weaver, director, special projects, Global Trademark Licensing. "We anticipate real interest from the licensing industry across all categories, including lifestyle, to bring a wide range of consumer products globally.”
The ongoing partnership between Lotus Cars and GTL is aiming at all categories with a strong focus on toys, collectibles, gaming, interactive experiences and lifestyle.