PHOENIX-Cragar Industries Inc. has signed three licensing agreements designed to expose the Cragar brand to younger audience. These include a deal to launch a line of one-piece cast aluminum wheels for front-wheel-drive vehicles and two others aimed at the retail toy/collectibles industry.
Cragar wheel licensee Performance Wheel Outlet Inc. will handle the new wheel line for front-wheel-drive vehicles, Cragar said.
The new line will introduce the Cragar brand to a younger audience and make available to traditional Cragar customers a product line for newer vehicles, according to Michael L. Hartzmark, chairman and CEO of Cragar.
Performance Wheel Outlet is a distributor of various brands of wheels, operating from a 60,000-sq.-ft. warehouse in San Bernadino, Calif. The company earlier signed a licensing agreement with Cragar covering the single-piece aluminum Cragar S/S wheel line.
Performance Wheel will contract the production of the new line to other manufacturers, Mr. Hartzmark said. Performance Wheel owner Robert McMath founded wheel maker KMC Wheel Co. prior to starting Performance Wheel.
Cragar also has licensed use of its name and product identity to Playing Mantis Inc. and Racing Champions/Ertl, makers and marketers of die-cast toy and collectible model cars. Cragar expects this new presence in toy products to generate tens of millions of retail exposures for the Cragar brand.