BUT!!!.... There is that unseen, unmeasurable "FUTURE" dollar. Why not use it as another, chea for them, outlet to promote their products to youth. This goes back to my not understanding why a tire company, ANY tire company, would not be willing to let model companies use their names.
however, since it is "unmeasurable", and public companies need to be able to measure anything they do to show the shareholders, it does not mean much I guess.
To be specific to tire companies, one reason they don't license model tires is due to liability risks. If little Jimmy chokes on a model kit wheel and tire with a big ol' "Goodyear" stamped on the side, and the parents decide to sue somebody they could conceivably go after Goodyear, but so far no one ever has sued a licensor over a licensed toy or model part that I've heard about. The fear of choking lawsuits is the reason GM quit licensing HO scale replica cars and trucks and some larger N scale trucks - there's a test that they do, there are two tubes (I forget the exact diameters) , if the item can't fit into the larger one, it's OK, it's big enough that a child can't swallow it. If it passes through the smaller one, it's OK, it's small enough that a child could swallow it cleanly and it can pass through their system. If it fits into the larger one, but not into the smaller one, it's a no-go. I suspect that model car tires fall into that no-go zone, and that might be a reason that Revell and others (like Tamiya) don't bother with licensing them. I think Round 2 has worked out a blanket deal with the tire companies that combines all of their products, like die-casts and slot cars, so they're able to spread the licensing costs out over more products, that's why they offer Firestone and Goodyear licensed tires.
And licensing isn't the money grab it appears to be at first glance - it's a neccessary evil in this day, and many companies donate any proceeds from licensing to charities, most just charge whatever it takes to hire the lawyers and file the paperwork. Most of the 1:1 companies use a licensing firm anyway, they don't even get any of the money*, and if they did it'd be chump change to them anyway. Licensing is needed to protect a company's intellectual property and trademarks. If you allow one product to be made with your trademark on it, and you don't license it, you have to let everybody and anybody use that trademark, including competitors and counterfeiters. That means that if, for example, Goodyear lets a model company use it's tradmark on a tire, and doesn't charge, then what's to stop some Chinese tire company from making fake Goodyear tires? It all stems from a landmark court case involving Chinese counterfeit brake pads back around the turn of the century.
We're constantly bombarded with media from cradle to the grave these days. If the constant stream of advertisements on TV, internet, radio, magazines and newspapers, etc... hasn't done the trick, I don't think a Goodyear tire on a model car or die-cast toy is really going to influence those children into becoming future Goodyear customers when they grow up.
*in fact they're paying the licensing firms to handle it for them. But they're protecting their trademarks, and that's what's valuable to them.
Edited by Brett Barrow, 10 April 2013 - 08:16 AM.