SANTA CRUZ, Calif. - With Bell's 2006 Trade-In Program, that old helmet collecting dust in the corner of your garage is worth money. Bring any brand helmet in to a participating retailer and get a 20 percent discount off the purchase of any new Bell helmet between March 1 and September 1, 2006. And if you're sentimentally attached to that old helmet, don't worry--you won't have to give it up. Participants just need to bring in the helmet and fill out a log sheet to qualify for the program.

"With Bell's history and track record of firsts and successes, we've always had a pretty compelling story," said Bell Product Manager Chris Sackett. "Throwing an easy way to get 20 percent off should make Bell down right irresistible."

On a helmet like Bell's state-of-the-art Moto-8, a 20 percent discount could equal $80 off the retail price.

"Whether you're looking for an MX helmet, kid's helmet, street helmet or cruiser helmet, we've made it easy to get the world's best-known brand at a great price," Sackett added.

Look for trade-in signage featuring Bell Rider Jeremy McGrath at retailers or go to www.bellpowersports.com: for a list of dealers and more info.