The British Museum brings its licensing programme in-house

BRANDORA Editorial Staff - Januar 2019

Museum will build on success of specialist brand agency TSBA over past three years

Following the impressive growth of its licensing programme over its first three years, during which it worked with specialist brand agency TSBA, the British Museum, the UK’s most popular visitor attraction, plans to bring its licensing programme in-house.

The Museum is a sought-after licensing partner with a growing list of licensees and high expectations for more. Its licensing programme is now a global campaign for a globally recognised institution that regularly tours exhibitions overseas across the world – from the United States and mainland Europe to China and Australia.

In addition the Museum has, in recent months, successfully launched its licensing campaign into China, establishing a strong online presence in this exciting market and opening pop-up shops in Shanghai and Shenzhen.

The foundations have now been laid to further develop the British Museum licensing programme to build on its early successes.

The British Museum’s collection of over 8 million objects spans the history of the world’s cultures. It’s an extraordinary record of art and artefacts over thousands of years and includes some unequalled sources of iconic imagery that have proven attractive to many potential licensees.

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.”

Ian Mallalue, TSBA Chief Executive, 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.”