By Gary Symons
TLL Editor in Chief
The brand that’s been loosening bolts and saving weekends for generations is now helping you clean up the mess afterward.
WD-40 Company, in partnership with licensing agency Earthbound, just launched the brand’s first-ever licensed product at SEMA, expanding the iconic brand beyond the can.
The new line, developed with Caco Abbo Internacional S.A., marks the official debut of the WD-40 as a licensor. According to the companies, the towels will hit retailers nationwide beginning this November; perfect timing for anyone whose “quick project” has ever turned into a greasy epic.
The towels, designed for everything from heavy-duty cleaning to precision detailing, are meant to become an essential companion to the WD-40 Multi-Use Product. Whether you’re restoring a car, maintaining garden tools, or trying to get “just one more use” out of that old lawnmower, the microfiber lineup aims to deliver the same reliable performance the WD-40 Brand is known for.
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“This launch marks an important milestone in bringing the WD-40 Brand’s trusted performance into more everyday moments,” said Jeff Cohen, CEO of Earthbound. “We’re thrilled to partner with WD-40 Company to expand how consumers experience this iconic brand in a new category.”
Appointed as WD-40 Company’s exclusive licensing agency in 2024, Earthbound is driving the brand’s expansion into strategic new categories that build on WD-40’s core identity: helping people get the ‘Job Done Right’.
With 95% brand awareness and more than one million cans sold each week, the WD-40 Brand remains a household name, and is now capitalizing on that powerful brand recognition.
The WD-40 Microfiber Towels line is positioned as a natural brand extension, aligning closely with how consumers already use WD-40 products in garages, workshops, and homes.
The towels are designed for a range of applications, from heavy-duty cleaning to fine detailing, aiming to establish a leadership position in a category that has historically lacked a dominant brand.
The WD-40 Microfiber Towels will be available at major retailers nationwide beginning in November. They will make their debut at the SEMA Show in Las Vegas, November 4–7, at Booth 24493. Visitors can check out the new line and learn more about upcoming brand extensions.
For more information or licensing inquiries, contact Irwin Cohen at Irwin@earthboundllc.com.