The British Museum is bringing its licensing programme in-house, after launching the project in December 2015 in a three-year deal with specialist brand agency TSBA.
Building the programme, a network of licensees and strong uptake in overseas markets with TSBA over the past three years, the museum will now look to develop its licensing business further and work directly with its partners.
Ian Mallalue, TSBA’s CEO, says: “We are very proud of the success we have achieved to establish the British Museum brand in licensing around the world. We have very much enjoyed working with the team from the British Museum and we wish them the best of luck in the future.”
As one of the UK’s most popular visitor attractions, the museum’s licensing efforts have been popular overseas with consumers from the US to mainland Europe and Australia. Most recently the British Museum launched its licensing campaign in China with a strong online push and pop-up shops in bustling Shanghai and Shenzhen.
Craig Bendle, Manager of Merchandise Licensing, British Museum, says: “We are grateful to TSBA for working so tirelessly to help us establish a successful licensing programme. We now intend to take the next step in developing our licensing programme by bringing it in-house. This will enable us to work directly with our licensing partners and build on the success that TSBA has created. We will continue to welcome approaches from potential partners who see the huge commercial value that the British Museum can offer through licensing.”
The British Museum’s licensing programme draws on a collection of over 8 million objects spanning the history of the world’s cultures, art and artefacts. With thousands of years to pull from and some unequalled sources of iconic imagery, the heritage brand has proven attractive to many potential licensees.