October 11, 2012 11:00 ET

IMG Licensing Selected to Extend STP® and Armor All® Brands Into New Business Categories

DANBURY, CT and PONTE VEDRA BEACH, FL--(Marketwire - Oct 11, 2012) - Armored AutoGroup today announced the appointment of IMG Licensing as their global representative to extend their portfolio of iconic automotive brands, including STP, Armor All, and Tuff Stuff®, into multiple lifestyle and performance based consumer product areas by way of partnerships with best-of-class licensees.

"IMG was the clear choice for us due to their global capability, experience with automotive brands, strategic approach and long track record of delivering outstanding results for their clients," said Guy Andrysick, AAG's Executive Vice President and General Manager. 

Categories of focus for the STP brand will include performance products in the automotive parts area, as well as other possible product extensions designed to leverage the brand's long heritage in racing, innovation and engineering. The attributes of cleaning, restoring and protecting embodied by the Armor All brand will be drawn upon to develop solutions for use in the home, outdoor areas, marine property -- anywhere we live, work and play.

Wesley Haynes, Senior Vice President, IMG Licensing North America, said, "There is considerable potential for product category expansion in their portfolio of great American automotive-related brands. We will be working with Armored AutoGroup to enhance and evolve their brands and product opportunities close to their core business, as well as develop programs to bring them more extensively into traditional licensing categories."

Headquartered in Danbury, CT, Armored AutoGroup, Inc. is primarily comprised of the Armor All and STP brands. The current Armor All product line of protectants, wipes, tire and wheel care products, glass cleaners, leather care products and washes is designed to clean, shine and protect interior and exterior automobile surfaces. The STP product line of oil and fuel additives, functional fluids, and automotive appearance products has a broad customer base ranging from professional racers to car enthusiasts and DIYers.

IMG Licensing is the world's premier independent licensing agency with an unrivaled 40-plus year track record of success. In addition to being ranked number one in sports licensing, IMG Licensing also offers leading expertise in a number of other markets and services, including corporate trademarks, brands, entertainment and celebrity properties. For more information, visit

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