Lotus Esprit: 'Wet Nellie'
License to Thrill: 'Wet Nellie' Still Making Waves
The Lotus Esprit, immortalized as the submarine car ‘Wet Nellie’ in the 1977 James Bond classic The Spy Who Loved Me, is one of the most iconic vehicles in both cinematic and automotive history. Tasked with celebrating and extending this cultural legend, GTL partnered with Lotus, EON Productions, and leading global toy and collectible brands to bring the Esprit’s story to new generations through a dynamic and multi-channel licensing programme.
The Approach
GTL curated and managed a licensing strategy that catered to both mass audiences and discerning collectors. For younger fans and casual enthusiasts, brands such as Hot Wheels, Corgi, and Scalextric brought the Esprit to life in playful, accessible formats that captured the excitement of its underwater adventures. For dedicated collectors, GTL supported collaborations with manufacturers like Sunrich and Kyosho, renowned for precision and craftsmanship, to deliver high-quality scale models.
A highlight of the programme was the Agora 1:8 scale part-works model kit, a premium collector’s item that faithfully recreated every detail of the submarine car, complete with weaponry and underwater features. GTL also extended the reach of ‘Wet Nellie’ into digital experiences, ensuring its inclusion in popular racing video games such as Forza Horizon 4.
The Outcome
The programme successfully bridged the gap between nostalgia and innovation, delivering products that resonated across audiences. By combining accessible toys, premium collectibles, and digital integrations, the cultural and commercial value of the Lotus Esprit’s legacy was maximised.
The initiative generated strong engagement from Bond fans, automotive enthusiasts, and gamers alike, reinforcing the Esprit’s enduring legacy.
The Legacy
Through this multifaceted approach, the Lotus Esprit ‘Wet Nellie’ transcends its role as a film prop to remain a global cultural icon.
By celebrating its past and extending it into contemporary platforms and markets, the car's legendary status was not only preserved but also expanded its influence across generations, cementing the Esprit as one of the most beloved and collectible vehicles in James Bond and automotive history.
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