small scale production of choppers made to order, tie-ins with other companies were a major part of West Coast Choppers. One such tie-in was a 2004 contest to win a motorcycle, with entries contained in bottles of chocolate Yoo-hoo, which helped to promote the launch of a new flavor, Dyna-Mocha, which is Yoo-hoo and coffee. West Coast Choppers also signed a multi-year agreement with Huffy in which West Coast Choppers will design Huffy choppers, to be sold at Wal-Mart. The objective was to duplicate success of Pacific Cycles' Schwinn Sting-Ray model designed by rival Orange County Choppers (OCC). While the OCC and WCC branded bikes had some success, the kids' bikes' sales at Wal-Mart and K-Mart was a fraction of bikes branded with children's characters such as Barbie, Disney Princess, Dora the Explorer, Power Rangers and Spider-Man. Other brand tie-ins are a plasma arc cutter and other welding torches made by ESAB, designed by and named after Jesse James. Airstream trailers had a deal as well, which included a WCC motorcycle with a sidecar made with a polished aluminum body to simulate the appearance of the iconic camper trailers. Besides Yoo-hoo, another beverage company, Coors Brewing Company, added West Coast Choppers logos and pictures of bikes to their product in a mutually beneficial brand tie-in. Trademark style West Coast Choppers motorcycles are described as old school and minimalist. WCC bikes have been called more stripped down when contrasted with decades-long established chopper builders like Arlen Ness, that is, a bike with, "not much there but engine, what the law requires, and something to hold onto." In spite of this characterization, a WCC trademark is the use of 9×19mm and .44 Magnum shell casings as purely non-functional decorations, adorning the fuel or oil filler caps or top of the motorcycle's handlebar risers, or elsewhere. The presence of this 20th-century gun ammunition is intended to evoke Jesse James' distant ancestor, old west outlaw and gunfighter Jesse James. A strong metaphorical tie between the chopper-riding biker and old west outlaws is a mainstay of biker culture, established by "the biker world's Norman Rockwell," painter David Mann. The biker's cross logo, a version of the Iron Cross or the Maltese Cross, is also typical of a WCC bike, though that symbol is nearly ubiquitous in Kustom Kulture regardless. The old school label of WCC bike designs fits loosely as well, especially in recent years