Le Tour de France Licenses Paintbox Press for Pop-Up Books in North America and the United Kingdom
(New York, NY – February 18, 2009) Amaury Sport Organization (ASO), the official organizer of Le Tour de France has licensed Paintbox Press to create and publish the first pop-up book on Le Tour de France for North American, United Kingdom, and European markets. MODA International Marketing, the licensing agency for Le Tour de France, is responsible for putting the companies together.
“We are excited to be working with Paintbox Press,” noted Michelle Alfandari, president of MODA International Marketing. “The Tour de France’s varied landscapes and vibrant colors will provide exquisite images for a reading experience that will transport children and adults alike to the sidelines of the race.” She further states that, “For MODA, the Tour de France is a dynamic client attracting great interest from potential licensees. The ‘brand’ is so powerful that the actual event, in essence, has become for licensees an annual reaffirmation – and advertisement – of one of the most demanding sports, exciting spectator events as well as an active lifestyle brand”.
The Tour de France event is over 100 years old – once a year it celebrates and represents one of the most grueling endurance sporting events of all time. Participants and enthusiasts come from all over the world making the brand a global icon for cycling. The Tour has essentially transcended being solely a remarkable event to the stand-alone global brand for cycling and active/healthy lifestyles.
Pam Pease, founder of Paintbox Press, plans to release the Pop-Up Tour de France in Summer 2009. “We are thrilled to partner with MODA International and ASO to bring the story of Le Tour de France to a new generation of cyclists and racing fans. The time is right to put a fresh face on this outstanding and exciting event. By presenting the drama of the race in three dimensions, readers of all ages can understand and enjoy the Tour in a very interactive and visual way.”
Frédéric Viargues, Chef de Groupe Commercial et Licences Service Marketing Operationnel says, “I am very pleased with this new association and look forward to a long-term relationship with Paintbox Press. I hope that this outstanding book will encourage people of all ages to participate in cycling.”
About ASO
Amaury Sport Organisation belongs to the French press group, E.P.A (Philippe Amaury Publications), which owns the newspapers and magazine publications l’Equipe, France Football, l’Equipe Magazine, Vélo Magazine, Le Parisien and Aujourd’hui in France. The group has also developed an audio-visual branch, with the creation of l’Equipe TV, and new technologies with the web-sites www.lequipe.fr and www.leparisien.fr, to such an extent that it is today one of the key figures in the French media world.
A.S.O., created in September 1992, is specialised in the organisation of renowned sports events, such as the Tour de France, the Dakar and the Paris Marathon. Over the last few years, the company has expanded, A.S.O. having intensified its activities in the domain of cycling and taken up new disciplines, such as golf and equestrian sports.
Behind the range of internationally renowned and recognised events, Amaury Sport Organisation is focused on a precise goal: the design and management of spectacular top flight competitions respecting the sporting code of values and ethics, with long-term dedication.
About Paintbox Press
Founded in 1998, Paintbox Press is a privately held publishing company headquartered in Chapel Hill, NC. The company creates entertaining, informative, and collectible pop-up books focusing on world-class events. Recent titles include Macy’s on Parade: A Pop-Up Book for Children of All Ages and Derby Day: A Pop-Up Celebration of the Kentucky Derby. Books published by Paintbox Press can be found in fine bookstores and museum shops in the US and Great Britain, and on the company website www.paintboxpress.com.
About MODA International Marketing, Inc.
MODA International Marketing, est. 1988, is an international licensing agency that uses licensing to leverage existing assets such as trademarks, brands and patents to meet its clients’ marketing, business development and revenue goals. MODA offers its broad client base customized strategic planning, implementation and management of turnkey licensing programs.
For over 20 Years, MODA has distinguished itself by identifying and implementing opportunities, generating incremental revenue; strengthening and extending our clients brands and technologies throughout the global marketplace.
For more information about MODA International Marketing, Inc., please visit www.modaintl.com.
