but has since fully retired from Lomita, California to Colorado where he and his wife, Kay (Kay Piercy Guithues Cohen) catalogue his collection of bicycling memorabilia and maintain his website,. Howie later worked as a consultant in the bicycle industry for several companies, including Rotor Componentes of Spain. In 1992, Cohen returned to the bicycle industry to assist the Gary Fisher bike brand - 18 months later brokering the acquisition of Gary Fisher Mountain Bikes by Trek Bicycle Corporation. In 1989, Cohen sold the Kuwahara name back to the Japanese parent company. and securing the right to market the 'ET Bicycle.' To make make the Kuwahara brand name a household word, Cohen ran a promotion giving free stickers to children who called a toll-free phone number and could correctly pronounce the brand name. Howie Cohen later founded the company Everything Bicycles, working with Kuwahara to build and import BMX bikes carrying the Kuwahara brand name, developing the first major BMX distributorship - and ultimately supplying Kuwahara bicycles for the 1982 movie E.T.
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