FOR IMMEDIATE RELEASE

July 25, 2008

 

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

 

 

Rob Stravitz
Valvoline
859.357.7524
 

 

 

IMC Licensing Announces New Licensing

Deal for Valvoline
 

LOUISVILLE, KY – IMC Licensing, the nation's leading full-service licensing agency specializing in consumer product brands, announced today that it has negotiated a new licensing agreement for Ashland Inc.’s Valvoline division to develop a line of baseball caps and knit beanies. The licensee is Arkansas-based Outdoor Cap Company, Inc., a provider of quality headwear for a wide variety of retail outlets.

According to Cara Bernosky, IMC Licensing President and Co-Founder, “We are pleased to bring together Valvoline and Outdoor Cap to launch this line of headwear for Valvoline and automotive enthusiasts across the country. The Valvoline, Valvoline Racing and vintage Valvoline logos are industry icons that will satisfy consumer interest in this popular category.”

As a result of this licensing agreement, the baseball caps and knit beanies will soon be available at mass retailers, convenience stores, travel centers and other retail stores in the United States, Canada and Mexico. Initial shipments are expected in the spring of 2009.

Rob Stravitz, Valvoline Vice President of Do-It-Yourself (DIY) Marketing, added, "We are excited to leverage the brand’s already strong presence in the world of racing to expand its reach with the DIY automotive enthusiasts. Many automotive enthusiasts are passionate about our brands and these new products will give them the opportunity to deepen their relationship in other product areas that shape the driving experience.”

“Additional licensed products may range from maintenance parts to tools and garage accessories,” added Kim Steadman, Licensing Manager for IMC Licensing.

 

ABOUT IMC LICENSING

IMC Licensing leads the industry with its focused and innovative approach to brand-building through licensing. We turn the world’s best consumer product brands into great new consumer products.

In addition to Valvoline, IMC Licensing represents Kraft Foods, Wm. Wrigley Jr. Co. and Lenox among others. For more information, please visit www.imclicensing.com.

 

ABOUT VALVOLINE

Valvoline, a business of Ashland Inc. (NYSE: ASH), has been serving American motorists longer than any other motor oil marketer and is a leading innovator and supplier of quality, high-performing automotive and industrial products in more than 100 countries. Best known for its lubricants, Valvoline also markets Eagle One® appearance products, Car Brite® car restoration products, Zerex® antifreeze, SynPower® performance products, Pyroil® automotive chemicals and MaxLife® products created for higher-mileage engines. Valvoline also has a stake in the quick-lube market with its Valvoline Instant Oil Change® unit. For more information, please visit www.valvoline.com

 

ABOUT OUTDOOR CAP COMPANY, INC.

Outdoor Cap Company, Inc. is one of the largest and most respected headwear manufacturers in the United States; distributing and marketing quality headwear to multiple channels including mass and mid-tier retailers, sporting goods dealers, promotional products markets, and ad specialty decorator shops. Outdoor Cap has enjoyed servicing the headwear industry for over 30 years.  Corporate offices are located in Bentonville, Arkansas with distribution centers in Bentonville, Dallas, Texas and Rancho Cucamonga, California.  For more information, please visit www.outdoorcap.com.

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