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Museum moments: British Museum

How growth in China and the US is further strengthening the museum’s licensing programme.

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: British Museum

The licensing programme has grown in a number of key markets, most significantly in China and the US, says Craig Bendle, manager of merchandise licensing. Indeed, the licensing programme in China – managed by Alfilo Brands – has exceeded all expectations.

In the UK, highlights have included a British Museum Christmas gift promotion, alongside BB Designs, in Sainsbury’s, and a series of limited-edition precious metal coins, produced with Rosland Capital.

Craig believes there is room for further growth in the Chinese market, where a strong online presence and pop-up shops in Shanghai and Shenzhen have driven retail sales of US$35 million to date.

The museum has collaborated with a number of fashion, cosmetics, home appliance, FMCG, stationery and home goods brands, signalling a new and exciting phase for the brand, which will continue across multiple territories.

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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