Hoonigan, the largest automotive media outlet and producer of the automotive viral video franchise, has tapped The Brand Liaison to lead licensing for their brands, including Hoonigan, Gymkhana, Climbkhana and Terrakhana, as well as rally car driver Ken Block.

"This is one of the coolest properties we've ever represented," says Steven Heller, president, The Brand Liaison. "You are immediately hooked on these heart-racing videos and they have built an entire car culture. You can't fake this. Ken Block is the real deal. Mad skills!"

Hoonigan's YouTube channels have millions of subscribers. At Hoonigan, each new custom-built vehicle gets a name and personality.

"Hoonigan is on the leading edge of sports brands that use digital content to convert fans and maximize revenue opportunities," says Jenn van Dijk, chief executive officer, Hoonigan. "We are excited to be working with The Brand Liaison to build the Hoonigan licensing program and provide our fans with exciting new products."

Building on the current fan base and consumer products, including automotive-inspired streetwear apparel, Hoonigan licensed products will range from apparel, accessories, headwear, eyewear to toys, collectibles, racing sets, video games and experiential licensing.