'Action' brand to make return in 2008

"Action", perhaps the single most recognizable collectibles brand name to race fans and collectors, is coming back.

Motorsports Authentics has announced that it will re-launch the Action Racing Collectibles (ARC) brand name for its core line of racing die-cast. Collectors can look for the Action brand to make its official return in 2008.

ARC first hit the market in 1993 as the cornerstone of the Action Performance Companies portfolio. Motorsports Authentics was, of course, formed when the partnership of International Speedway Corporation and International Speedway Corporation purchased both Action Performance Companies and Team Caliber.

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In its previous existence, ARC catered to the very heart of the NASCAR fan base, developing a phenomenal following among both hardcore collectors and casual race fans. Action was responsible for many hobby innovations such as increased attention to authenticity and the introduction of special paint schemes.

"Action is an icon in the hobby," says Don Nicholson, one of the country's leading authorities on die-cast replicas of all types. "When people think of racing die-cast---especially NASCAR die-cast-they think of Action. That kind of recognition just doesn't go away."

Mark Dyer, recently appointed president of Motorsports Authentics, agrees...

"Action is one of the great brand names and traditions in the history of NASCAR merchandise," Dyer says. "We are excited to bring back this terrific brand by popular demand and appreciate the involvement of Action founder Fred Wagenhals in helping design our 2008 product line. Our Action motto for 2008 rings true as we certainly are 'Still the Choice of Champions.'"

Longtime collectors know Wagenhals as a legend of the collectibles industry whose promotional genius earned him the title, "The P.T. Barnum of Die-cast."

"My vision was to make an authentic collectable die-cast car replica featuring all the popular drivers in motorsports," Wagenhals recalls. "I am proud to be part of the rebirth of the Action brand through Motorsports Authentics and under the new leadership of Mark Dyer, the collector will once again be able to enjoy the beauty, quality and workmanship of true Action Racing Collectables."

During the 1990s, brand's pristine reputation within the hobby drew most of NASCAR's biggest stars into the Action fold, many with exclusive licensing agreements, including Dale Earnhardt, Jeff Gordon, Rusty Wallace, Dale Jarrett, and Tony Stewart, to name a few.

"Die-cast are basically the trading cards of NASCAR," says Gordon. "They preserve the rich history of the sport and extend NASCAR beyond the track in a way no other collector item can. Re-launching the Action Racing Collectables brand will further solidify die-cast as racing's number one collectable."

Motorsports Authentics will make Action Racing Collectables die-cast available trackside and through its elaborate dealer network. You'll be able to find the very latest in Motorsports Authentics/ARC merchandise at the NASCAR.com SuperStore.