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We analyzed data for 39 states to identify factors that influence sales of wildlife-related specialty license plates. Wildlife plate sales were not statistically influenced by specialty plate price, the number of other specialty plates available, or the requirement to display two plates. There was some evidence that sales of wildlife plates are positively related to per capita income. In addition, sales of wildlife plates appeared to be influenced positively by the percent of individuals who engage in wildlife-related recreation. We failed to observe strong ethnicity impacts on sales of wildlife plates, but did find consistent evidence that wildlife plate sales were related negatively to the percentage of the population in the 18-24 age range. Finally, there was evidence that sales of wildlife plates are significantly higher in the South than elsewhere in the United States. [ABSTRACT FROM AUTHOR]