FOR IMMEDIATE RELEASE
January 19, 2006

CONTACTS:
Cara K. Bernosky, President
IMC Licensing
502.589.7655
cbernosky@imclicensing.com

Darren Bassel
Marketing Director
Pure Fishing
712.336.1520
dsbassel@purefishing.com

IMC Licensing Announces Representation of Pure Fishing

LOUISVILLE, KY - IMC Licensing, the nation's leading full-service licensing agency specializing in consumer product brands, announced today that it has entered into a representation agreement with Pure Fishing, the world’s largest fishing tackle company. IMC will develop a strategic licensing plan for the Pure Fishing family of brands including Abu Garcia®, Berkley®, Fenwick®, Johnson®, Mitchell®, Red Wolf® and Spider® products. IMC will then develop a portfolio of new brand-building licensed products and will work closely with licensees and retailers to maximize distribution.

According to Cara Bernosky, IMC President and Co-Founder, “We are delighted to represent Pure Fishing and its well known sport fishing family of brands dedicated to helping anglers worldwide have more fun catching more fish. We see a tremendous opportunity in linking these brands to a variety of product categories, and look forward to developing a host of new products which leverage Pure Fishing’s passion for nature and the outdoors, the water, the excitement and the good times in the company of family and friends. At IMC, we look forward to introducing these brands in new places and new ways to the next generations of consumers and sports enthusiasts.”

“IMC believes the opportunities to expand the Pure Fishing brands into a variety of products that tap its outdoor equities are tremendous,” added Bernosky. Licensed products may include tools, performance apparel, truck and boat accessories and travel gear.

Darren Bassel, Marketing Director for Pure Fishing comments, "We feel bringing in a world class licensing agency will provide the opportunity to extend our World Class Brands to the enthusiast angler. Many anglers are passionate about our brands and this will give them the opportunity to deepen their relationship in other product areas that shape the fishing experience.”

ABOUT IMC

IMC Licensing is the nation’s leading licensing agency specializing in consumer product brands. Firmly grounded America’s heartland, IMC turns brands into great new consumer products that delight consumers and expand the long-term value of our clients’ iconic trademarks.

ABOUT PURE FISHING

Pure Fishing, headquartered in Spirit Lake, Iowa, is the world’s largest fishing tackle company. Our global manufacturing, sales and marketing organization comprises over 1,400 dedicated coworkers and six regional operating centers worldwide. Through our portfolio of leading tackle brands including Abu Garcia®, Berkley®, Fenwick®, Johnson®, Mitchell®, Red Wolf® and Spider® products, Pure Fishing is dedicated to helping anglers everywhere have more fun catching more fish. For more information, please visit www.purefishing.com