Monterey Bay Aquarium Taps Moxie as Global Licensing Agency

Moxie and Co. is teaming up with Monterey Bay Aquarium to license its brand across publishing, apparel, home fashion, gifts, stationery and other retail products. The aquarium reflects its commitment to protecting the ocean by ensuring its retail operations and products are in line with its mission, strategic goals and policy initiatives. These include reducing sources of ocean plastic pollution, combating climate change and modeling best practices of environmental sustainability.  

“Since opening to the public 40 years ago, Monterey Bay Aquarium established itself as an industry-leading aquarium, educational institution and conservation organization,” says John Abrahamson, vice president, sales, Monterey Bay Aquarium. “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. 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 develops and manages strategic licensing programs across a wide array of product categories at all levels of retail around the globe. All products Moxie & Co. licenses as part of this partnership will meet the aquarium’s sustainability guidelines. 

“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,” says Arlene Scanlan, president, Moxie. “Exact dates are May 21-23 and Moxie’s booth # is F128."