DeLorean goes back to the future with a slew of licensing deals

By T.L. Stanley on Tue Dec 7 2010

AS_DunkDMC

Dust off that Member's Only jacket, and spike up your Flock of Seagulls hairdo—the DeLorean is back in a big way. The marketer of the iconic '80s sports car is taking advantage of its splashy exposure around the 25th anniversary of Back to the Future by signing a flurry of licensing deals that are putting the brand in toy aisles, hipster boutiques and sporting-goods shops. DeLorean Motor Co., based in Humble, Texas, is working with Mattel, Nike, Gateway Global, Microsoft and others to fuel the resurgent interest in all things '80s, specifically the car that epitomized new-money success/excess. There's a DeLorean Nike Dunk limited-edition sneaker (above), launched on Black Friday and already popping up on eBay for upwards of $350; a DeLorean Hot Wheels car; branded clothing at Urban Outfitters; placement on Facebook's Car Town (the gearhead version of Farmville); and a role in Ubisoft's Driver 5 video game. And from Hollywood, there are more than a few movies kicking around in development about John DeLorean's life and times (and arrest for coke dealing), which will revolve around his sleek and speedy creation. The privately owned DMC says core DeLorean enthusiasts have helped keep the brand alive all these years, and no doubt loyalists and nostalgia have stoked the fire. But the automaker is showing that, when you do it right, licensing can be the best marketing.


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