Motul and Sunrich announce an agreement for model cars
Major lifestyle and automotive brand Motul announced a partnership with Sunrich Toys and Hobbies, which designs and manufactures the highest quality model cars for the global hobby market. Sunrich will produce and distribute a special range of model cars sporting Motul’s classic red and white livery. The deal was brokered by WildBrain CPLGMotul’s global licensing agent (excluding APAC).
Sunrich, wholesale distributor and exclusive importer of premier model cars, will produce 10-15 models covering IMSA, WEC and Le Mans racing cars. Each will be a highly detailed scale model of a well-known car brand, and all will sport the famous Motul livery.
The car models will be launched in the market in the summer of 2022. They will be distributed worldwide through Sunrich’s network of trusted partners for sale at retailers and online. Other racing models related to the brand are planned.
Sunrich’s primary consumer market is that of hobbyists and collectors. However, Sunrich also offers OEM services to various automotive manufacturers and retailers, creating custom models for use at product launches and promotional events. Motul, a regular partner of major teams at many major motor racing events, plans to use these exceptionally detailed scale models as part of its on-site promotions throughout this year and next.
Sunrich Toys & Hobby was founded in 2002 with the goal of bringing the highest quality model cars to the American hobby market. By partnering with some of the most reputable brands in the industry, it quickly became one of the largest importers and distributors of model cars in North America. Sunrich began manufacturing its own scale models in 2007 under the TSM-Model brand. It is now a leading global brand.
This partnership once again underlines Motul’s reputation as a world-renowned company, specializing in the formulation, production and global distribution of high-tech engine lubricants for the consumer market, and also as a racing specialist. working with some of the world’s largest factory racing programs and the world’s top automakers. The partnership also demonstrates the strength of the Motul brand, which is known in more than 160 countries and is now extending this powerful reach to a major lifestyle branding campaign. Motul is targeting a range of high-end collaborations and co-branded products as well as categories, ranging from apparel to backpacks and, of course, automotive accessories, backed by global licensing agent WildBrain CPLG, as well as newly appointed agents for Japan, Australia and New Zealand.
Glen K. Chou, President, Sunny, says: “Like many motor racing fans, I grew up watching BMW and Honda racing cars sponsored by Motul. It is therefore a dream come true to be able to work with the emblematic brand Motul. This partnership will not only allow us access to the livery of vintage Motul racing cars, but it will also help us connect with various Motul racing teams around the world. We look forward to working with Motul to develop a wide range of brand-related racing models.
Management of the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years of experience. He says: “Motul’s strong association with some of the biggest manufacturers and motorsport events on the planet is part of what makes it a classic brand. This agreement, with a company that is synonymous with craftsmanship and style, provides the perfect showcase for Motul’s famous livery and will delight fans and motorsport enthusiasts around the world.