By Allison Watkinson
TLL Reporter
The Monterey Bay Aquarium has appointed Moxie and Co. to manage its global consumer products licensing program.
The Monterey Bay Aquarium is a public non-profit aquarium that focuses its efforts on marine science and ocean conservation. To further support its ocean conservation efforts, the Monterey Bay Aquarium works to ensure that all of the retail operations and products that its brand is associated with are produced safely and sustainably. This includes reducing sources of ocean plastic pollution, combating climate change and modeling environmental sustainability practices.
“Since opening to the public 40 years ago, Monterey Bay Aquarium established itself as an industry-leading aquarium, educational institution, and conservation organization,” said Monterey Bay Aquarium VP, John Abrahamson. “Our mission is to inspire conservation of the ocean and we do that by bringing people closer to the wonders beneath the waves.
“Licensing our brand offers the opportunity to share that wonder for the ocean beyond our destination and expand the impact of our mission,” added Abrahamson. “We’re excited to work with our partners at Moxie to find new retail products, which meet our sustainability guidelines, that will bring the Monterey Bay Aquarium brand and mission to an even larger audience.”
Moxie & Co. is a global full-service brand management, promotion and licensing agency that represents a wide range of brands and designers in numerous industries. The agency says it intends to secure new licensing partners for the Monterey Bay Aquarium across an extensive range of product categories. This will include product categories such as apparel, home goods, publishing, accessories, gifts, stationery and more.
The Monterey Bay licensing program is scheduled to officially launch this May during the Licensing Expo in Las Vegas.
“Our plan is to begin taking proposals in early 2024 and to fully launch the Monterey Bay Aquarium licensing program at the Licensing Expo in Las Vegas at the Mandalay Bay Convention Center this June,” said Moxie president, Arlene Scanlan. “Exact dates are May 21 to 23 and Moxie’s booth number is F128.”
All of the products that Moxie & Co. licenses on behalf of the Monterey Bay Aquarium will meet the non-profit organization’s strict sustainability and conservation guidelines.
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