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British Museum celebrates Sainsbury’s success

Museum hails success of retail promotion with Alice in Wonderland-inspired gift selection.

The British Museum has hailed the success of its first promotion of licensed items in a major supermarket chain.

The British Museum Alice’s Adventures in Wonderland Christmas gift promotion – alongside licensing partner BB Designs – appeared in Sainsbury’s for 12 weeks from October to December 2018.

The range included pen with 3D topper, tea cup purse, fob charm with phone charger, planter, trinket dish, keyring and bookmark set, mug, A5 notebook, paperweight, stationery set, drinks flask and hanging wall art.

The range is illustrated with classic images taken from the British Museum’s collection of proof illustrations to Lewis Carroll’s Alice’s Adventures in Wonderland – wood-engraving prints of works by the book’s illustrator Sir John Tenniel.

The Alice’s Adventures in Wonderland gift range saw strong sales in Sainsbury’s across up to 227 locations.

Indeed, the Alice’s Adventures in Wonderland range has been so successful that it has inspired the development of another range, which will be made available later this year.

The new range will be based on works – housed in the British Museum – by the Japanese artist Katsushika Hokusai, whose print The Great Wave is one of the most iconic images in history.

“For our very first promotion in a major supermarket, and one that took place in the run-up to Christmas, a gift selection was the ideal offering – and Alice in Wonderland was the perfect theme,” said Craig Bendle, manager of merchandise licensing at the British Museum. “We’re delighted with the result and grateful to BB Designs for designing these  items and helping us to bring them to one of the UK’s leading retail names.”

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