Die-cast line makes niche for old school collectors

Take notice collectors. There's a new horse in the NASCAR die-cast derby-and this one has a lot of history on its side.

Toolbox Treasures -- a new company founded by longtime motorsports licensing executive Jim Hannigan -- has hit the ground running with a new line of die-cast collectibles replicating some of the most famous rides in the history of NASCAR.

"There's a story -- a story that needs to be told to all fans, especially the newer ones -- and that's exactly what we're hoping to do with Toolbox Treasures," says Hannigan. "NASCAR has a rich history and I believe we should celebrate it. That's the niche we're looking for. I want to honor the great drivers of the past while also bringing these wonderful memories to new fans who may have heard the names but never saw them race."

Superstore

Shop for Toolbox Treasures collectibles now!

The first two offerings in the Toolbox Treasures collection are a pair of 1:24 scale reproductions of the '57 Oldsmobiles driven by the legendary Ralph Earnhardt and owned by Petty Enterprises. The patriarch of the Earnhardt family teamed with the Pettys for nine NASCAR races in 1957: eight Grand National contests and one Convertible event. A hardtop Grand National version carries the No. 188, while the car Earnhardt raced in the NASCAR Convertible division bears the No. 88 now used by Dale Jr.

"What a piece of history those two cars represent: the two most famous families in NASCAR history teaming together all those years ago," says Hannigan. "Richard Petty was actually a crew member on those cars. He was 17 years old and one of three crewmen on that car."

Production on each of the Petty-Earnhardt cars has been limited to less than 2300 cars. In fact, each project will adhere to very conservative production limits to ensure long term collectibility.

"We could have sold a lot more of the Earnhardt cars if we had pushed it. But we're being very diligent in keeping production down to a healthy number," Hannigan elaborates. "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, I turned down a good order last week just to make sure we kept the numbers in line. We pride ourselves on high quality and low numbers."

Authenticity is also a key element in the Toolbox Treasures equation. Since many of the cars have never been replicated before, Hannigan has made a substantial investment to either create completely new tooling or significantly re-tool existing molds as needed to bring this unique line of collectibles up to exacting standards.

And as an added bonus, many Toolbox Treasures die-casts have been personally autographed by Richard Petty.

Plans call for Toolbox Treasures to release as many as four more die-casts in 2008. Among the other cars scheduled for production is a replica of the 1971 Plymouth Roadrunner "The King" wheeled to 21 victories en route to his third NASCAR championship.

"The Roadrunner will be a 1:18 scale. It's a big guy," says Hannigan. "That's a scale that is extremely popular with the muscle car enthusiasts and we think this car will be a big hit with them as well as with NASCAR fans."

In addition, a special Christmas-themed 1:24 scale 1970 Plymouth Superbird will be released during the holiday season. Production will be limited to 1080 pieces.

"The Superbird is truly an icon among both NASCAR and muscle car fans," says Hannigan. "And the Petty Christmas car is destined to be a holiday tradition."

Also scheduled for production are 1:24 scale replicas of the broad-finned No. 42 and No. 43 Plymouths that Lee and Richard Petty piloted during the 1960 NASCAR season.

"The '60 Plymouth Fury is a totally new tool," Hannigan confides. "A totally new car that has never been done... Developed from the ground floor up... Never seen by collectors anywhere in the world... A really beautiful piece..."

Hannigan's deep appreciation for the history of NASCAR comes courtesy of more than 25 years of involvement in the sport. One of the true pioneers of motorsports licensing, he joined the NASCAR community in the early 1980s while working with Coors and driver Bill Elliott. Hannigan spent well over a decade in that capacity before enjoying a six-and-a-half year stint with Roush Racing. From there, he moved to Petty Enterprises, where he oversaw the organization's licensing and merchandising programs for more than seven seasons. In addition to running Toolbox Treasures, he also currently orchestrates licensing for Yates Racing, which features drivers David Gilliland and Travis Kvapil.

It was while working with the Pettys that Hannigan first came up with the concept behind Toolbox Treasures.

"I spent a lot of time with Richard and Lee and Kyle and all the people at Petty Enterprises during my time there," says Hannigan. "Hearing all those stories about the early days of NASCAR made me really appreciate the people who helped build this sport. That was the inspiration for this entire project--to share their legacy with fans and collectors."

The first two Toolbox Treasures die-casts are currently on sale at the NASCAR.com SuperStore.