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License Global chats with Blake Harrington, executive vice president, licensing and business development, Maui and Sons, to discuss its upcoming exhibition at Licensing Expo and more.
March 30, 2022
What is your goal for exhibiting at Licensing Expo?
Our goal is always to get out in the market and see what’s happening. We feel there is real opportunity now and believe that brands are looking to shake up the market and find creative ways to partner and support one another. We always find something at the Licensing Show and are excited to be back.
You’re famous for water sports and skate gear, apparel and accessories. How does the licensing program of your company differ from other licensing programs?
We have a unique approach that our late owner, Richard Harrington, believed worked great for Maui and Sons. We have always been good at making clothing, watersports and skateboards, which we continue to do. As we have a great history and baseline in lifestyle products, it’s much easier to find licensees who specialize in items like footwear, eyewear, bags and backpacks, watches and so forth that complement the products we already make. This is what really separates us from the more traditional licensing companies out there.
What do you look for in a licensing partner?
Our most successful licensees have always been focused on building out long-term partnerships. Our current footwear licensee in the USA is a perfect example – they have been with us for over 10 years and have found success in multiple distribution channels in the USA.
What’s next for Maui and Sons that you can talk about?
We are excited to announce a partnership we’ve done with Fossil using recycled ocean plastics on a new watch collection. This capsule is set to launch on June 21 – Go Surf and Go Skate Day.
We also have another L.A.-born skate and streetwear brand called Jimmy’z that we’re focusing on highly specialized capsule collections internally and collaboratively with other brands.
What advice would you give someone attending Licensing Expo for the first time?
Find something that makes you tick. Be creative and think outside the box – there’s something for everyone. The show may seem intimidating, but most of the people I’ve met in this industry are pretty cool.
Read more about:10 Minutes With …
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
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