This issue was a little tricky, but can be solved!
First, when you get an error message like the one you got, you should try to run the command which Maven said it failed to run, because after maven downloads dependencies and builds code etc.. Maven it self runs the initial command to make your apk. At your case it is:
C:\Users\hvalls\AppData\Local\Android\android-studio\sdk\build-tools\19.0.3\aapt.exe package -f --no-crunch -I C:\Users\hvalls\AppData\Local\Android\android-studio\sdk\platforms\android-19\android.jar -M C:\Users\hvalls\Desktop\my-app\AndroidManifest.xml -S C:\Users\hvalls\Desktop\my-app\res -A C:\Users\hvalls\Desktop\my-app\target\generated-sources\combined-assets\assets -m -J C:\Users\hvalls\Desktop\my-app\target\generated-sources\r --output-text-symbols C:\Users\hvalls\Desktop\my-app\target --auto-add-overlay
So when you run this it will give you the real error output of the dx.bat tool. Just fix the errors that you see at output and rerun the mvn.
In my case I got this error because one of the image under my res folder is not a png file although the extension is png. After I fixed the file type it worked.