Toolbox Treasures taps unique collector's market

CONCORD, N.C. -- Toolbox Treasures has entered NASCAR licensing. Toolbox Treasures, LLC is a new company with a strategic vision of developing niche categories with unique products that are designed specifically for the collector and for the collector market.

Jim Hannigan, the president and founder of Toolbox Treasures, brings a wealth of experience and knowledge having worked for almost 25 years in the NASCAR licensing industry representing legendary names such as Richard Petty, Bill Elliott, Mark Martin and Jack Roush. Hannigan also is the head of licensing at Yates Racing.

"This is definitely a dream of mine," Hannigan said. "I want to honor the great drivers of the past while also bringing these wonderful memories to new fans who have heard the names but never saw them race. NASCAR has a rich history and I believe we should celebrate it. We will be telling their story."

The company's focus will be an emphasis on historical die-casts.

Toolbox Treasures is expected to release six collectible die-casts in 2008. Each project will have strict limitations in the number of each die-cast produced. This is designed to make every piece an immediate collectible.

"Many of these cars have never been made," Hannigan said. "Many of the stories have been forgotten. When you look at a 1957 Oldsmobile convertible owned by the Pettys but driven by Ralph Earnhardt and that its number is No. 88, well, that's just amazing. Our products won't be just great looking cars but we will also tell the history behind that car."

The first releases, which just came out are the 1957 Earnhardt driven Oldsmobile convertible, as well as a 1957 Oldsmobile sedan also driven by Earnhardt and owned by Petty Enterprises. Less than 2,300 die-casts of each will be produced. In addition, many of the die-casts will be autographed by Richard Petty.

Hannigan expanded on Toolbox Treasures' commitment toward keeping this niche market healthy for the collector. "We are serious when we say that we will keep this very limited in scope. Distributors are already asking for more product but we're staying true to our orders. In fact, just last week, I had to turn down a good order just to make sure the market isn't over saturated."