City enters licensing agreement

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More Malibu-related memorabilia and souvenirs could be coming soon.

The city is teaming up with a branding agency to explore licensing opportunities, which would make it possible for the city to cash in on Malibu’s recognizable name.

Excel Branding announced this week that it has begun work to help the City of Malibu expand its reach and profit off of its popularity as a tourist destination and renowned name. 

While other companies have used the Malibu name to promote their products, our goal is to translate the authentic Malibu image into original products that will capture its unique, naturally peaceful and beautiful way of life,” a statement from Excel said. 

Excel plans to focus on coming up with clothing, health and beauty products and other “high-quality items that, like Malibu, exude casual elegance that will appeal to a wide range of consumers nationwide.”

Mayor Lou La Monte praised the new opportunity.

In moving forward with the licensing of the name of Malibu, we are creating a way for not only visitors, but consumers everywhere, to connect more deeply with the lifestyle of our city,” he said.

The City Council originally voted 4-1 in October to enter the $90,000 agreement with Excel. 

Councilman Skylar Peak, the lone dissenting vote, took issue with the cost of the agreement.

Assistant City Manager Reva Feldman called it a “very unique opportunity,” noting that Malibu is “one of the few cities in the world that has this kind of name recognition.”

Any revenue from licensing the City of Malibu’s name would go directly to the city’s general fund.

Feldman cited companies already using Malibu’s name for products such as Malibu Barbie and Malibu Rum.

“They’re all profiting from that. The City of Malibu does not get any revenue from that,” Feldman said.