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JEEP MOUNTAIN BIKE WINS MERCHANDISING AWARD

 HIGHLAND PARK, Mich., July 12 /PRNewswire/ -- Lima beans are rarely coveted, but Bob Kirkwood's situation merits exception.
 The Jeep merchandising executive proudly displays on his desk a trophy from the Licensing Industry Merchandisers Association (LIMA) recognizing Jeep for licensing Jeep(R) mountain bikes to Rand International.
 Jeep recently received the new "Lima Beanie" award at the 13th Annual Licensing Awards in New York. The trophy is a three-dimensional replica of a lima bean, designed in etched glass.
 The 460 members of LIMA awarded Jeep for developing market share in a new product, the new product's novelty and for maintaining the initial integrity of the original mark. The awards dinner was scheduled in conjunction with an industry trade show that attracted more than 7,000 manufacturers, retailers, packaged good marketers and advertising executives. The licensing industry generated more than $62 billion in retail sales last year, according to an industry newsletter estimate.
 -0- 7/12/93
 /CONTACT: Scott Fosgard of Chrysler, 313-252-5781/
 (C)


CO: Chrysler Corporation ST: Michigan IN: AUT SU:

ML -- DE027 -- 0407 07/12/93 12:04 EDT
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Publication:PR Newswire
Date:Jul 12, 1993
Words:179
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