Haynes Group welcomes Licensing Link Europe as new global agency

Publisher of automotive repair manuals and an authority in vehicle maintenance, Haynes Group has appointed Licensing Link Europe as its new global licensing agency.

The new strategic partnership will aim to expand the Haynes brand into new product categories, leveraging its heritage and global recognition.

Established in 1960, the company’s first ever Haynes Owners Workshop Manual was based on the Austin Healey ‘Frogeye Sprite’ and was published in 1966. Haynes has since sold over 200 million manuals worldwide, making it the unrivalled authority on car maintenance.

Haynes has previously explored licensing opportunities with a range of products including puzzles, gifts, apparel and toys.

Following the acquisition of Haynes Group Limited by Infopro Digital in 2020, a strategic review of the licensing programme was undertaken. This evaluation has now led to the decision to re-launch and revamp the programme with a fresh approach. It renews Haynes’ commitment to building the brand’s presence in the licensing space.

“We are extremely pleased to be appointed as the global agent for Haynes Group Limited,” commented Chris Taday, co-founder and director at Licensing Link Europe. “Having previously worked with Haynes as a licensee with a couple of our licensors, we understand the brand and its unique position in the market. We recognise the immense potential of brands with heritage in the licensing industry and eagerly look forward to collaborating with the talented team at Haynes to unlock new opportunities and expand the brand’s reach.”

Andrew Golby, head of consumer automotive, added: “As we develop an all-new range of digital repair products for DIY fixers, we also love to see the Haynes brand used in other ways. Our customers and fans have always responded well to licensed products, and the team at Licensing Link are in a great position to help us create an all-new range of branded items.”

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