The Secret Process Behind the NASCAR Diecast with Lionel Brands Group

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Recorded24 Jun 2026

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Show notes

Kelley Earnhardt Miller welcomes Howard Hitchcock and Richard Barry, the CEO and COO of Lionel Brands Group, to the Business of Motorsports for a conversation that pulls back the curtain on one of NASCAR's most beloved and misunderstood businesses. What most fans see as a toy or a souvenir is actually the product of a 12-to-18-month process involving complex CAD data from OEM tech centers, hand-applied waterslide decals, Chinese factory peak seasons, and approval chains that run through teams, NASCAR, Goodyear, and every single sponsor on the car. Howard and Richard break down why scarcity is not a bug but a feature, how the collapse of single-sponsor deals reshaped the entire product line, and why getting confetti placement right on a Chase Elliott victory car matters more than most people would ever imagine. They also get personal, talking about what drew Richard to invest in a brand with 126 years of history, why Howard collects presidential china, and how a three-year-old kid getting a diecast signed at a fan event captures everything this hobby is actually about. If you have ever wondered how a win on Sunday becomes a collectible in your hands months later, this is the conversation that explains it all. Check out Dirty Mo Media on YouTube: https://www.youtube.com/@DirtyMoMedia Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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