We find out where the NHM sees potential for growth within the licensing space.
The museum licensing space has been steadily growing in stature and importance over the past few years.
This week, Source is taking a look at some of the key activity which has recently taken place.
Today: Natural History Museum
“We see huge potential for growth in both children’s and adult apparel and are currently in negotiations for new opportunities spanning both demographics,” says Maxine Lister, head of licensing.
Opportunities for growth have also been identified in the homewares, gifting and stationery sectors, while June saw DoCrafts release its first NHM branded paper blocks that feature double-sided textured papers. The first five pads centre on key themes that include tropical birds, marine life and gemstones as well as more focused areas such as the archive materials of James Cook’s first voyage on HMS Endeavour.
The new launches build on an incredibly busy past 12 months for the museum. Key partners include FatFace (which is continuing to develop its B&LLA award winning apparel range), plus Museums & Galleries, which has a wide range of cards and stationery gifts that taps into the current retail trend for safari animals and dinosaurs.
A number of new contracts have also been signed including wallpapers with Divine Savages, luxury rugs with UK Heritage Rugs and personalised children’s gifts with My Icon Story, all of which help to grow the brand in new directions.
This feature originally appeared in the summer 2019 edition of Licensing Source Book. To read the full publication, click on this link.
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