WD-40_® Brand

For more than 70 years, the WD-40_® Brand has been synonymous with smart, high-value solutions for workshops, factories, garages, and homes. Its trusted portfolio, including the iconic Multi-Use Product, has made the brand indispensable for professionals and DIYers alike.

WD-40_® Company partnered with Earthbound as the brand licensing agency to build a strategic licensing program designed to extend the brand’s reach beyond the can— bringing its promise of reliability and performance into new product categories.

With 95% brand recognition and more than one million cans sold each week, the WD-40_® Brand has already fostered deep consumer loyalty.

As the licensing agency, Earthbound’s brand licensing experts identified like-minded partners whose products naturally complement WD-40_® Company’s heritage of helping people Get the Job Done Right®. Through this licensing strategy, Earthbound helped translate the brand’s core values into licensed consumer products that will resonate with loyal fans and new audiences alike.

The program launched with the WD-40_® Brand Microfiber Towel Collection, developed in a strategic licensing partnership with Caco Abbo Internacional S.A.. The line offers multipurpose options for every task—from heavy-duty cleanup to precision detailing—giving consumers a new, tangible way to experience the brand.