News

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

We will present the 2026 edition of the ROUTE 66 Style Guide at Brand Licensing Europe, 6–8 October 2026 at ExCeL London. The new edition brings the design system to more than 1,000 artworks across eleven chapters – logo art, brand-name art, slogans, motoring designs, graphics, patterns, trims and a photo library – all built so that licensees can compose commercial designs quickly while staying unmistakably ROUTE 66.

Visit us at stand B267 to see the guide and to discuss licensing opportunities for your category and territory.

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

At this year's Brand Licensing Europe, we proudly presented our Limited Edition Route 66 Style Guide – a tribute to 100 years of the world's most legendary highway.

This anniversary edition embodies everything Route 66 stands for: freedom, creativity, and the timeless spirit of the open road. The new Style Guide combines classic elements with a contemporary look, bringing the brand's unique aesthetic to life through fresh, modern designs.

It remains true to the heritage and character of Route 66 while offering new inspiration for future licensing opportunities and creative collaborations. Every page reflects our passion for preserving tradition while moving innovation forward – a bridge between the legacy of past decades and the energy of today.

The positive feedback from our visitors and partners was overwhelming, showing that the fascination of this iconic brand continues to inspire. Presenting this milestone at BLE 2025 was more than just a success for us – it was a moment of pride, inspiration, and connection that made this year's show truly special.

Empowering our brands at Brand Licensing Europe 2024

Brand Licensing Europe 2024 at ExCeL London was a powerhouse event for us as licensors. From the moment the doors opened, the energy was electric – an exhilarating mix of creativity, innovation, and opportunity. This year's event felt like the epicenter of brand collaboration, bringing together key players from across the globe.

As exhibitors, we were here to showcase our brand's potential and connect with licensees and partners eager to bring our intellectual property to life in new ways. Our booth became a hub of activity – packed with back-to-back meetings, spontaneous discussions, and exciting pitches. Every conversation held the possibility of transforming our brand's reach and extending into new markets or product categories.

The real magic of BLE 2024 lay in the connections we made. Each handshake could turn into a long-term partnership, and the positive, collaborative atmosphere made networking seamless. Whether discussing brand extensions, new product lines, or digital licensing opportunities, the event opened doors to future growth.

Overall, BLE 2024 exceeded expectations, and we leave with a wave of new opportunities to pursue, confident that we've cemented valuable relationships for the future of our brand.

EMP is the ROUTE 66 Best Licensee

Tempting Brands paid a visit to EMP, the industry leader in Alternative Clothing and Merchandise, to honor the company as ROUTE 66's Best Licensee in 2022. The team at EMP, led by Licensing Manager Ludger Bussmann, gracefully accepted their well-deserved prize, armed with a locally produced ROUTE 66 cake and ROUTE 66 wines from the Italian ROUTE 66 licensee. Then, Tempting Brands was taken on a tour of EMP's impressive logistics facilities, where they were shown how EMP can fulfill 100,000 orders per day! Thank you, EMP, for your hospitality and support of the ROUTE 66 brand.

Tony Moore: a new release of "Route 66"

Tony Moore is a lifelong musician with an eclectic career that includes playing with Iron Maiden in the early days, being keyboard player in Cutting Crew (I Just Died In Your Arms Tonight) in the 80's as well as releasing and performing his own music to hundreds of thousands of people around the world. The list of musical "Standards" he has played over the decades has been extensive but out of them very few songs can be thought of as timeless classics and of those, there is really only one that can be said to have become an iconic part of all our cultures.

That song, of course, is Route 66. Bringing a sense of individual freedom and the spirit of rock and roll to everyone that hears it.

In 2020 a chance trip to the Torti family winery in Italy resulted in a unique collaboration between Tony and TORTI L'Eleganza del Vino to produce a signature collection of wines under the label "ROUTE 66 wines by Tony Moore". Tony says "I am very proud to be working with Tempting Brands for ROUTE 66 and the Torti family so I wanted to celebrate this exciting relationship by releasing my own, original take on the classic record."

On July 2nd 2021, Tony's version of Route 66 song will be released simultaneously on all digital media worldwide. The official video for the track can be seen and heard using this link, which also has all the streaming links embedded: Let's hear it.