Brandgenuity has been selected as exclusive global licensing agency for the world-renowned Royal Shakespeare Company, it has confirmed today (9 April).
For more than 60 years, the RSC has crafted inspiring theatre from Shakespeare’s storied home in Stratford-upon-Avon and has shared this work around the world. Its mission is to preserve and evolve William Shakespeare’s legacy, along with other classical and modern theatre.
RSC is considered a major global centre of excellence for theatre crafts, where the world’s leading creative minds construct costumes, sets and props in the service of theatre’s greatest works. The organisation uses innovative approaches and technology to reach both current fans and new audiences.
The RSC operates as a charity under a Royal Charter and all proceeds from licensing will support the RSC’s work, including programmes for schools and underserved communities.
Key markets for the brand include the UK, Europe, the US, China, Australia and India. More than 900,000 theatre lovers attended an RSC production in 2023, with visitors from 87 countries to theatres in Stratford-upon-Avon, and 1.2 million global supporters on online social channels.
Brandgenuity will look to extend the RSC to categories including fashion and accessories, lifestyle collaborations, home and textiles, beauty and grooming, gifting and collectables and stationery.
Partners will enjoy access to the RSC’s deep expertise, a new style guide and rich archive of costumes, props and fascinating historical documents.
“We have so much to offer our partners: there is the RSC brand itself, which began with the vision of advancing Shakespeare’s legacy and now exemplifies great theatre and artistic excellence,” commented Michelle Morton, licensing manager at the RSC. “There are plays including the characters, stories, themes, words, and phrases we know so well. But what is most exciting and what we think licensees will find most inspiring is the archive… filled with stunning costumes and props, the First Folio from 1623, artwork, and photography. Unlike a museum, we’re constantly producing new assets as we’re always staging new interpretations of classic works, as well as new plays.
“We selected Brandgenuity because they were the best suited to help us to find partners to craft beautiful, evocative products based on William Shakespeare’s immortal words and the RSC’s unique interpretations of his plays, characters and worlds.”
The programme will be targeted to theatre buffs and literary enthusiasts 35 years+ and will give these core fans new ways to celebrate the world of Shakespeare and the RSC. It will also target culturally minded newcomers 18+, giving them an opportunity to explore and appreciate the world of Shakespeare and his timeless themes in unexpected ways.
Teri Niadna, md of Brandgenuity, continued: “We feel so honoured to have been selected to work on such a beloved, consequential brand. It’s a both a national and a global treasure. And the timing could not be better. Art licensing is having a moment. Cause-related, purpose-driven licensing is having a moment. And bringing the arts to a broader audience in the hopes of uplifting and elevating everyone’s lives is timely for sure. Plus, we cannot wait to pull the curtain back on the RSC’s archive. I’ve seen it and it is magical.”
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