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                              CONSULTING AGREEMENT



                           DATED AS OF JANUARY 1, 1997



                                     BETWEEN


                       ACTION PERFORMANCE COMPANIES, INC.


                                       AND


                                  JOHN BICKFORD


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                                TABLE OF CONTENTS



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1.       Engagement..........................................................  1
         (a)      The Engagement.............................................  1
         (b)      Duties of Consultant.......................................  1

2.       Extent of Duties....................................................  1

3.       Compensation........................................................  1
         (a)      Fixed Compensation.........................................  1
         (b)      Reimbursement..............................................  1

4.       Term of Engagement..................................................  1
         (a)      Engagement Term............................................  1
         (b)      Termination Under Certain Circumstances....................  1

5.       Competition and Confidential Information............................  2
         (a)      Interests to be Protected..................................  2
         (b)      Non-Competition............................................  2
         (c)      Non-Solicitation of Employees..............................  3
         (d)      Confidential Information...................................  3
         (e)      Return of Books and Papers.................................  3
         (f)      Equitable Relief...........................................  3
         (g)      Restrictions Separable.....................................  3

6.       Miscellaneous.......................................................  3
         (a)      Notices....................................................  3
         (b)      Indulgences................................................  4
         (c)      Controlling Law............................................  4
         (d)      Binding Nature of Agreement................................  4
         (e)      Execution in Counterparts..................................  5
         (f)      Provisions Separable.......................................  5
         (g)      Entire Agreement...........................................  5
         (h)      Paragraph Headings.........................................  5

7.       Successors And Assigns..............................................  5
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                              CONSULTING AGREEMENT

         AGREEMENT  made as of the  1st day of  January,  1997,  by and  between
ACTION PERFORMANCE COMPANIES,  INC., an Arizona corporation  (hereinafter called
"Company") and JOHN BICKFORD (hereinafter called "Consultant").

                              W I T N E S S E T H:

         Company desires to engage  Consultant and Consultant  desires to accept
such engagement, all on the terms and conditions hereinafter set forth.

         NOW,  THEREFORE,  in  consideration  of the  premises and of the mutual
covenants set forth in this Agreement, the parties hereto agree as follows:

         1.       Engagement.

                  (a) The  Engagement.  Company  hereby  engages  Consultant and
Consultant  hereby  accepts such  engagement  as an  independent  contractor  to
perform the duties set forth in this Agreement.

                  (b) Duties of Consultant.  During  Consultant's  engagement by
Company  pursuant to this  Agreement,  Consultant  shall  render such advice and
recommendations  to Company as Company may  reasonably  request  with respect to
representing  Company in the motorsports  community,  creating new marketing and
promotional  campaigns,  and advising  Company  with respect to the  motorsports
industry.

         2.  Extent of Duties.  Consultant  shall  devote  such of  Consultant's
business  time,  attention  and  efforts  as  are  reasonably  necessary  to the
performance  of  Consultant's  duties under this  Agreement,  shall perform such
duties  faithfully  and  diligently,  and  shall not  engage in same or  similar
activities  for himself or any other  person,  firm,  or entity while engaged by
Company.

         3.       Compensation.

                  (a) Fixed  Compensation.  Company  shall pay to  Consultant as
full  compensation  for the duties performed by Consultant  during  Consultant's
engagement  under this  Agreement,  a fee at a rate of $100,000  per annum to be
paid in equal monthly installments,  or in such other periodic installments upon
which Company and Consultant shall mutually agree.

                  (b) Reimbursement.  Company shall reimburse Consultant for all
travel and  entertainment  expenses and other  ordinary and  necessary  business
expenses  incurred by Consultant in connection  with the business of Company and
Consultant's  duties under this Agreement;  provided,  however,  that Consultant
shall not incur such  expenses in an amount in excess of $1,000 during any month
without written  authorization from Company.  The term "business expenses" shall
not include any item not  deductible by Company for federal income tax purposes.
To obtain reimbursement,  Consultant shall submit to Company receipts,  bills or
sales slips for the expenses incurred.  Reimbursements  shall be made by Company
monthly within 30 days of presentation by Consultant of evidence of the expenses
incurred.

         4.       Term of Engagement.

                  (a)  Engagement  Term.  The  term of  Consultant's  engagement
hereunder  shall  commence on January 1, 1997 and shall  continue until December
31,  2000,  and from year to year  thereafter,  unless and until  terminated  by
either party giving  written  notice to the other not less than 60 days prior to
the end of the then current term.

                  (b) Termination Under Certain  Circumstances.  Notwithstanding
anything to the contrary herein contained:

                           (i)  Consultant's  engagement  shall be automatically
terminated, without notice, effective upon the date of Consultant's death;

                           (ii) If Consultant  shall fail,  for a period of more
than 30  consecutive  days, or for 30 days within any 60 day period,  to perform
any of  Consultant's  duties  under this  Agreement  as the result of illness or
other  incapacity,  Company,  at its  option,  upon  notice to  Consultant,  may
terminate Consultant's engagement effective on the date of that notice;

                           (iii) If  Consultant  shall  breach or violate any of
the  provisions  of this  Agreement,  or fail to perform in a manner  reasonably
satisfactory  to  Company  any of the duties  required  of  Consultant  and such
breach,  violation  or  failure  shall  continue  for a period of 30 days  after
Company shall have given Consultant written notice specifying the nature thereof
in reasonable detail,  Company,  at its option,  upon notice to Consultant,  may
terminate Consultant's engagement effective on the date of that notice.

         5.       Competition and Confidential Information.

                  (a) Interests to be Protected.  The parties  acknowledge  that
Consultant will perform essential services for Company,  its employees,  and its
shareholders during the term of Consultant's engagement with Company. Consultant
will be exposed  to,  have access to, and work with,  a  considerable  amount of
Confidential   Information  (as  defined  below).  The  parties  also  expressly
recognize  and  acknowledge  that the personnel of Company have been trained by,
and are valuable to, Company and that Company will incur substantial  recruiting
and  training  expenses if Company must hire new  personnel or retrain  existing
personnel  to fill  vacancies.  The parties  expressly  recognize  that it could
seriously  impair the goodwill  and  diminish  the value of  Company's  business
should  Consultant  compete with Company in any manner  whatsoever.  The parties
acknowledge  that this covenant has an extended  duration;  however,  they agree
that this  covenant is  reasonable  and it is necessary  for the  protection  of
Company, its stockholders,  and employees.  For these and other reasons, and the
fact that there are many other engagement  opportunities available to Consultant
if he should  terminate  his  engagement,  the parties are in full and  complete
agreement that the following  restrictive  covenants are fair and reasonable and
are entered into freely, voluntarily, and knowingly. Furthermore, each party was
given the opportunity to consult with independent  legal counsel before entering
into this Agreement.

                  (b) Non-Competition.  During the later of (i) 12 months of the
date of this Agreement or (ii) the term of Consultant's  engagement with Company
and for the period  ending  six months  after the  termination  of  Consultant's
engagement  with Company  (voluntarily  by Company or with cause by Consultant),
Consultant  shall not  (whether  directly or  indirectly,  as owner,  principal,
agent, stockholder,  director, officer, manager, employee, partner, participant,
or in any  other  capacity)  engage  or  become  financially  interested  in any
competitive  business  conducted  within the  Restricted  Territory  (as defined
below) or otherwise  circumvent any license agreement of Company relating to the
business of Company. As used herein, the term "competitive  business" shall mean
(i) the design and  manufacture  of  collectible  die-cast and pewter  miniature
replicas of  motorsports  vehicles  and the design and  manufacture  of licensed
apparel,  souvenirs,  and other motorsports consumer items,  including t-shirts,
hats,  jackets,  mugs,  key  chains,  and  drink  bottles,  in  each  case to be
distributed and sold through  collector and fan clubs,  wholesale  distribution,
authorized  retail  dealers,  trackside  events,  and  promotional  programs for
corporate  sponsors;  (ii) the development of marketing and product  promotional
programs for corporate  sponsors of motorsports,  featuring  Company's  die-cast
replicas  or other  products  as premium  awards,  intended  to  increase  brand
awareness of the products or services of the corporate  sponsors;  and (iii) the
design,  manufacture,  and sale of motorsports-  related products (consisting of
die cast  miniature  replicas of  motorsports  vehicles and  motorsports-related
apparel and souvenirs)  specifically  designed for the mass-merchandise  market;
and the term "Restricted Territory" shall mean any state in which Company or its
subsidiaries sells products or provides services during Consultant's  engagement
hereunder.  Company  acknowledges  that  Consultant's  ownership or operation of
Chase Raceway, L.L.C., Racing for Kids, L.L.C.,  Motorsports by Mail, Inc., Race
World,  L.L.C.,  American  Motorsports  Marketing,  Inc.,  and any other company
authorized in writing by Company,  as such enterprises  currently are conducted,
shall not be deemed "competitive businesses."
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                  (c)   Non-Solicitation  of  Employees.   During  the  term  of
Consultant's  engagement and for a period of 12 months after the  termination of
Consultant's  engagement  with  Company,  regardless  of  the  reason  therefor,
Consultant shall not directly or indirectly, for himself, or on behalf of, or in
conjunction  with,  any other  person,  company,  partnership,  corporation,  or
governmental  entity, seek to hire or hire any of Company's or its subsidiaries'
personnel or  employees  for the purpose of having any such  employee  engage in
services  that are the same as or similar or related to the  services  that such
employee provided for Company or its subsidiaries.

                  (d)  Confidential  Information.  Consultant  shall maintain in
strict secrecy all confidential or trade secret information,  whether patentable
or  not,  relating  to  the  business  of  Company  and  its  subsidiaries  (the
"Confidential Information") obtained by Consultant in the course of Consultant's
engagement,  and  Consultant  shall not,  unless first  authorized in writing by
Company,  disclose to, or use for Consultant's benefit or for the benefit of any
person,  firm,  or entity at any time either during or subsequent to the term of
Consultant's engagement, any Confidential Information, except as required in the
performance of  Consultant's  duties on behalf of Company and its  subsidiaries.
For purposes hereof,  Confidential  Information shall include without limitation
any engineering  drawings,  or other reproductions or materials of any kind; any
trade secrets,  knowledge or information with respect to processes,  inventions,
formulae,   machinery,   manufacturing   techniques  and  know-how  and  to  the
management,  operational,  marketing,  licensing,  and distribution policies and
practices of Employer and its  subsidiaries;  any business methods or forms; any
names or addresses of  customers  or data on  customers  or  suppliers;  and any
business  policies  or  other  information  relating  to  or  dealing  with  the
purchasing,  production, sales, or distribution policies or practices of Company
or its subsidiaries or relating to or dealing with the management,  operational,
or investment policies or practices of Company or its subsidiaries.

                  (e)  Return  of Books  and  Papers.  Upon the  termination  of
Consultant's  engagement with Company for any reason,  Consultant  shall deliver
promptly to Company  all samples or  demonstration  models,  catalogues,  files,
lists, books, records,  manuals,  memoranda,  drawings, and specifications;  all
cost, pricing,  and other financial data; all customer,  licensee,  and supplier
information;  all other  written or printed  materials  that are the property of
Company or its  subsidiaries  (and any copies of them);  and all other materials
that may contain Confidential Information relating to the business of Company or
its  subsidiaries,  which  Consultant may then have in his  possession,  whether
prepared by Consultant or not.

                  (f) Equitable  Relief.  In the event a violation of any of the
restrictions contained in this Section is established, Company shall be entitled
to  preliminary  and  permanent  injunctive  relief  as well as  damages  and an
equitable  accounting of all earnings,  profits and other benefits  arising from
such  violation,  which right shall be  cumulative  and in addition to any other
rights or remedies to which Company may be entitled. In the event of a violation
of any provision of  subsections  (b),  (c),  (f), or (g) of this  Section,  the
period for which those provisions would remain in effect shall be extended for a
period of time equal to that period beginning when such violation  commenced and
ending when the activities  constituting  such violation shall have been finally
terminated in good faith.

                  (g) Restrictions  Separable.  If the scope of any provision of
this  Agreement  (whether in this Section 5 or otherwise) is found by a Court to
be too broad to permit enforcement to its full extent, then such provision shall
be enforced to the maximum  extent  permitted by law. The parties agree that the
scope of any  provision  of this  Agreement  may be  modified  by a judge in any
proceeding to enforce this Agreement,  so that such provision can be enforced to
the maximum  extent  permitted by law. Each and every  restriction  set forth in
this  Section  5 is  independent  and  severable  from the  others,  and no such
restriction shall be rendered  unenforceable by virtue of the fact that, for any
reason, any other or others of them may be unenforceable in whole or in part.

         6.       Miscellaneous.

                  (a)  Notices.  All  notices,  requests,   demands,  and  other
communications  required or permitted  under this Agreement  shall be in writing
and  shall be  deemed  to have  been  duly  given,  made,  and  received  (i) if
personally   delivered,   on  the  date  of  delivery,   (ii)  if  by  facsimile
transmission,  upon  receipt,  (iii) if mailed,  three days after deposit in the
United States mail, registered or certified,  return receipt requested,  postage
prepaid, and
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addressed as provided below, or (iv) if by a courier delivery service  providing
overnight or  "next-day"  delivery,  on the next business day after deposit with
such service addressed as follows:

                        (1)      If to Company:

                                 2401 West First Street
                                 Tempe, Arizona 85281
                                 Attention: Fred W. Wagenhals
                                 Phone: (602) 517-3710
                                 Fax: (602) 967-1403

                                 with a copy given in the manner
                                 prescribed above, to:

                                 O'Connor, Cavanagh, Anderson,
                                   Killingsworth & Beshears, P.A.
                                 One East Camelback Road
                                 Phoenix, Arizona  85012
                                 Attention:  Robert S. Kant, Esq.
                                 Phone: (602) 263-2606
                                 Fax: (602) 263-2900

                        (2)      If to Consultant:

                                 1094 Berkley Place
                                 Concord, North Carolina  28027

                                 with a copy given in the manner
                                 prescribed above, to:

                                 Robinson, Bradshaw & Hinson, P.A.
                                 101 North Tryon Street, Suite 1900
                                 Charlotte, North Carolina  28246-1900
                                 Attention:  Stokley G. Caldwell, Jr., Esq.
                                 Phone: (704) 377-8332
                                 Fax: (704) 378-4000

Either party may alter the address to which  communications  or copies are to be
sent by  giving  notice  of such  change  of  address  in  conformity  with  the
provisions of this Section 6 for the giving of notice.

                  (b) Indulgences; Waivers. Neither any failure nor any delay on
the part of either  party to exercise  any right,  remedy,  power,  or privilege
under this Agreement shall operate as a waiver thereof,  nor shall any single or
partial exercise of any right, remedy, power, or privilege preclude any other or
further exercise of the same or of any other right, remedy, power, or privilege,
nor shall any waiver of any right,  remedy,  power, or privilege with respect to
any  occurrence  be  construed  as a waiver of such  right,  remedy,  power,  or
privilege  with  respect  to any other  occurrence.  No waiver  shall be binding
unless executed in writing by the party making the waiver.

                  (c) Controlling Law. This Agreement and all questions relating
to its validity, interpretation,  performance and enforcement, shall be governed
by and  construed  in  accordance  with  the  laws  of  the  state  of  Arizona,
notwithstanding  any  Arizona or other  conflict-of-interest  provisions  to the
contrary.

                  (d)  Binding  Nature of  Agreement.  This  Agreement  shall be
binding upon and inure to the benefit of the parties hereto and their respective
heirs, personal representatives, successors and assigns except that
                                        4

no party may assign or transfer such party's  rights or  obligations  under this
Agreement without the prior written consent of the other party.

                  (e) Execution in Counterparts.  This Agreement may be executed
in any number of  counterparts,  each of which shall be deemed to be an original
as against any party whose  signature  appears  thereon,  and all of which shall
together  constitute one and the same  instrument.  This Agreement  shall become
binding when one or more  counterparts  hereof,  individually or taken together,
shall bear the signatures of the parties reflected hereon as the signatories.

                  (f) Provisions Separable. The provisions of this Agreement are
independent of and separable from each other, and no provision shall be affected
or rendered  invalid or  unenforceable by virtue of the fact that for any reason
any other or others of them may be invalid or unenforceable in whole or in part.

                  (g)  Entire  Agreement.  This  Agreement  contains  the entire
understanding  between the parties  hereto  with  respect to the subject  matter
hereof,   and   supersedes   all  prior  and   contemporaneous   agreements  and
understandings, inducements and conditions, express or implied, oral or written,
except as herein  contained.  The express terms hereof control and supersede any
course of  performance  and/or usage of the trade  inconsistent  with any of the
terms  hereof.  This  Agreement  may not be modified or amended other than by an
agreement in writing.

                  (h)  Paragraph  Headings.   The  paragraph  headings  in  this
Agreement  are for  convenience  only;  they form no part of this  Agreement and
shall not affect its interpretation.

         7. Successors And Assigns. This Agreement shall inure to the benefit of
and be binding upon the successors and assigns of the parties  hereto;  provided
that because the obligations of Consultant  hereunder involve the performance of
personal  services,  such obligations shall not be delegated by Consultant.  For
purposes of this  Agreement  successors  and assigns shall  include,  but not be
limited to, any individual,  corporation,  trust,  partnership,  or other entity
that  acquires  a majority  of the stock or assets of  Company by sale,  merger,
consolidation,  liquidation, or other form of transfer. Company will require any
successor (whether direct or indirect, by purchase,  merger,  consolidation,  or
otherwise) to all or substantially  all of the business and/or assets of Company
to expressly  assume and agree to perform this  Agreement in the same manner and
to the same  extent  that  Company  would be  required  to perform it if no such
succession had taken place.  Without limiting the foregoing,  unless the context
otherwise requires, the term "Company" includes all subsidiaries of Company.

         IN WITNESS WHEREOF,  the parties have executed this Agreement as of the
date first above written.


                               ACTION PERFORMANCE COMPANIES, INC.


                               By:______________________________________________

                               Its:_____________________________________________




                               -------------------------------------------------
                               John Bickford
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