Tempting Brands / since 2008

We turn trademarks into brands. You build the business.

A boutique licensing company built around lifestyle brands with timeless, global appeal. Since 2008 we have licensed ROUTE 66, MARIE-ANTOINETTE and HI PUPPY to retailers and manufacturers worldwide, and supported every one of them with style guides, artwork libraries and brand sites made in house. Our designers also work to order for licensees who need artwork beyond the guide.

Request a licence See the portfolio
50Licensees currently working with the brands
110Countries where licensed product is on shelf
4,787Trademark registrations under active management
750Licensed products across fashion, beauty and home

Three brands, three audiences

Each one is owned outright, registered across the classes it trades in, and backed by a style guide our own designers keep current. Territories and categories are checked one by one, so you know exactly what is open before you sign.

ROUTE 66

An authentic American lifestyle brand with timeless appeal. The road itself has run from Chicago to Santa Monica since 1926 — neon signs, diners, motels, the open desert — and the brand carries all of it without needing a word of explanation in any market.

The first licensed products appeared in the 1970s. Almost fifty years later ROUTE 66 still reads the same way on a shelf in Madrid, São Paulo or Mumbai.

  • PositioningMid to mid-high
  • Primary audienceMen 18–39
  • Also reachesBoys 8–17, men 40+, women 18–39
  • CategoriesApparel, footwear, bags, eyewear, fragrance, home
  • Design library1,000+ interchangeable templates
Open route66.tm

MARIE-ANTOINETTE

Energy, pride and fearlessness on one side; tenderness, elegance and charm on the other. The brand draws on the last queen of France, and its logo comes from her own monogram — found as a frieze on the walls of the Palace of Fontainebleau.

Launched in 2016 and built for the woman who wants to bring some joy into her life. Every Queen of Fashion, in other words.

  • AudienceWomen 18–39
  • CharacterIndependent, elegant, style-conscious
  • CategoriesCosmetics, perfumery, apparel, shoes, bags, accessories
  • Style guide300 pages of artwork and concepts
  • ThemesThe palace, gardens and flowers, music
Open the MARIE-ANTOINETTE site
HI PUPPYHI PUPPY

HI PUPPY

A cartoon character. A little boy. A friend. Not a dog. He walks and sits like a two-legged creature.

A rare boys lifestyle brand, instantly recognised by children universally.

The artwork library is organised the way a kidswear buyer actually plans a range: hobbies, school, jobs, seasons and festivities.

  • AudienceBoys, plus the older ones
  • CategoriesKidswear, sleepwear, back-to-school, bags, toys
  • Artwork themesHobbies, school, jobs, seasons, festivities
  • LaunchedEurope first, now open worldwide
Open hipuppy.com

Nearly fifty years on shelves

Trademark registrations were consolidated under Tempting Brands AG in 2008. Everything before and since, in short.

1978Our beginning

  • ROUTE 66Motor clothes and accessories introduced by Eastwood Motor Supplies

1993–1995

  • ROUTE 66Software released worldwide by ROUTE 66 Geographic Information Systems BV
  • ROUTE 66Sunglasses reach German highway service stations through Primetta

2008Tempting Brands

  • TEMPTING BRANDSTrademark registrations consolidated under Tempting Brands AG

2012

  • ROUTE 66Bags launch in Brazil with Maxlog and in Italy with RTK
  • ROUTE 66Fragrance and cosmetics rights acquired from Coty
  • ROUTE 66Fragrances rolled out across Europe by Kent Fragrances

2013

  • ROUTE 66Apparel promotions in Netto and Kaufland — 5,000 stores across Germany, Austria and Switzerland

2017–2018

  • ROUTE 66Back-to-school in Iberia with Busquets; garden accessories in Germany with Ferrum; leather goods in Italian boutiques with CBL
  • ROUTE 66Apparel enters Inditex worldwide through Universal; bed linen in Germany with Skybrands

2019–2020

  • ROUTE 66Footwear made in Italy by CEBO; UK street fashion through Brand Alliance
  • ROUTE 66Scandinavia with Hybris; motorcycle helmets in France with Trade Con

2021

  • ROUTE 66Direct-to-retail programme opens with Lojas Renner in Brazil
  • ROUTE 66Cosmetics and grooming in Brazil with Viking; perfumes in Europe with Mäurer & Wirtz
  • ROUTE 66Chinese trademark rights sold to Guangzhou Weichang Clothing

2022

  • ROUTE 66Biker apparel online across Europe with EMP
  • ROUTE 66Direct-to-retail with Woolworth in Germany and Reliance Retail in India
  • ROUTE 66Footwear in France through Chauss Europe

2023–2024

  • ROUTE 66Perfumes in 20+ countries with Diamond International; car accessories in the US with iWorld
  • ROUTE 66Canada with NTD Apparel; denim in Germany with Karl Rieker; slippers in Brazil with MC Indústria
  • ROUTE 66Apparel launches in Primark with BioWorld International and Brand Alliance; footwear into Carrefour Spain with BACCI
  • MARIE-ANTOINETTEApparel launches on Amazon — printed in the European Union, sold in North America, Europe and Japan
  • MARIE-ANTOINETTECandles and cutlery in India with Mont Blanc Ventures, through the Elle Decor Home Collections stores

2025

  • ROUTE 66Luggage distributed in South East Asia by Retro Development
  • MARIE-ANTOINETTESunglasses launch with Primetta — the first eyewear range under licence

2026

  • ROUTE 66Eyewear in the United States with Olympia
  • ROUTE 66Commemorative coins worldwide with the Monnaie de Paris

Where our licensees have taken the brands

Licensed product has reached shelves through some of the largest retail groups in Europe, South America and Asia.

How a licence comes together

We licence direct from the trademark owner. There is no chain of sub-licensors between you and the rights.

  1. Step one

    Tell us the territory and the categories

    The territory, the categories, the retailers you already sell to and the range you have in mind. We check what is registered and what is already licensed there, then come back with the countries and classes genuinely open to you.

  2. Step two

    Agree the licence, receive the style guide

    We work through term, territory, categories, minimum guarantee and royalty rate until they suit both sides, then put them in one agreement. The style guide and fashion catalogue arrive with the signed licence.

  3. Step three

    Design and submit artwork, ship the range

    Design from the style guide, then send artwork and samples through the approval process and report royalties each quarter. We keep defending the marks so your range stays protected.

The licence is the easy part. The style guide is why ranges sell.

Every brand ships with a style guide and seasonal fashion catalogue built by our own design team — artworks, prints, labels, hangtags and packaging, interchangeable and variable by colour, so your product team keeps full control of the look.

Licensees also get a brand website and marketing assets to use in their own market. A range can reach the shelf without a design studio in between.

612Original ROUTE 66 artworks
441Pages of inspiration in the ROUTE 66 guide
200+MARIE-ANTOINETTE artworks and product concepts
111 GBReady-to-go design files, plus 81 high-res photos
The ROUTE 66 style guide The MARIE-ANTOINETTE style guide The HI PUPPY style guide

The current editions: ROUTE 66, MARIE-ANTOINETTE and HI PUPPY.

Administrative back office, for contracts, royalty reports and artwork approvals: licensing@temptingbrands.ch

Registration, renewal and enforcement are handled by IP-only firms appointed jurisdiction by jurisdiction: long-established national practices that appear before their own country's registry and courts. Boehmert & Boehmert in Germany (WTR 1000 2026, Silver for Germany and the EUIPO), Krishna & Saurastri Associates in India, Unitalen in China (WTR 1000 2026, Gold), and ipHorgan in the United States, whose trademark practice has won precedential decisions before the Trademark Trial and Appeal Board.

Licensing InternationalLicensing International

Member of Licensing International, the trade association for the global brand licensing industry — founded in 1985, with more than 1,500 member companies across 40 countries. We have exhibited at Brand Licensing Europe for over ten years running — the 2026 edition runs 6–8 October at ExCeL London.

News

Trade shows, licensee awards and the occasional record release.

The new ROUTE 66 Style Guide launches at Brand Licensing Europe 2026

The 2026 edition of the ROUTE 66 Style Guide – more than 1,000 artworks in eleven chapters – premieres at ExCeL London, 6–8 October. Visit us at stand B267.

Celebrating 100 years of ROUTE 66 with a limited edition style guide at BLE 2025

At this year's Brand Licensing Europe we presented the anniversary edition of the ROUTE 66 style guide: a tribute to 100 years of the world's most legendary highway.

Empowering our brands at Brand Licensing Europe 2024

Back-to-back meetings at ExCeL London, and a wave of new opportunities to pursue across markets and product categories.

EMP is the ROUTE 66 Best Licensee

A visit to EMP to honour the company as ROUTE 66's Best Licensee of 2022, complete with a ROUTE 66 cake and a tour of a warehouse that ships 100,000 orders a day.
All news

Let's talk about your idea

Tell us what you have in mind. Which brand, which categories, which countries you sell into. We will come back with what is available and what it would cost. Or write to us directly at licensing@temptingbrands.ch.

Tempting Brands AGSonnenpark 24
CH-8808 Pfäffikon SZ
Switzerland
CHE-114.429.048
Tempting Brands GmbHHag 4
6410 Telfs
Austria