Museum will build on success of specialist brand agency TSBA over past three years.
The British Museum – which is the UK’s most popular tourist attraction – is to bring its licensing programme in-house.
The move follows a successful three years working with TSBA Group.
The Museum has a growing list of licensees, while it has also recently launched its campaign into China, establishing a strong online presence and opening pop-up shops in Shanghai and Shenzhen.
“We are grateful to TSBA for working so tirelessly to help us establish a successful licensing programme,” said Craig Bendle, manager of merchandise licensing at British Museum. “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, chief executive at TSBA, added: “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.”