How the museum is growing licensing activity across Asia, the US and Europe.
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: Van Gogh Museum
The main activity over the past six to 12 months has been split across three regions: Asia, the US and Europe.
In Asia, activity in the hospitality arena has seen the roll out of licensed Van Gogh Senses cafés in China. There are currently eight venues with more to come this year.
In Europe, the successful collaboration with Samsonite turned heads, while the tie-up with Vans – which saw it launch a sell out capsule shoe and apparel collection – earned the museum two award nominations (at the B&LLAs and the International Licensing Awards).
When it comes to new categories, Marijn Veraart, licensing manager at Van Gogh Museum Enterprises, tells Source that publishing is a target, while toys also offers a great platform where she believes the museum can tell a compelling story.
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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