Brian Wallos is excited about his trading card business. Why? First, the cards show scantily clad women. Second, he’s lining up licencees in an effort to turn his company, Bench Warmer International, into a household name.

Wallos is chief executive at Bench Warmer, a West Hollywood company that publishes cards showing sexy models that retail at stores throughout the United States in five-packs for $2.99.

The company prints about 24,000 of each card, but also offers limited edition collector’s items that include swatches of clothing or pieces of shoes the models were wearing when photographed. Those retail in packs of three for $100, and have proved to be hits on eBay.

The allure of owning a snippet of women’s wear shown on the card is what inspired an Australian collector to pay $1,349 for a 2009 card featuring model Mary Riley in a bikini. Another card featuring model Jennifer Korbin in lingerie recently sold for $586 on the auction site with a piece of the pictured garment.

Wallos has moved to licensing the Bench Warmer name to apparel manufacturers, mobile phone app developers and an online gambling site. He’s also negotiating with a reality TV show, a sports bar and even a Las Vegas casino.

“I see Bench Warmer as an entertainment brand, a mini-Playboy without the nudity,” he said.

Wallos founded the company, which now has three employees, in 2002 with a small fortune he made trading Beanie Babies.