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Natural History Museum riding high after buoyant 2023 to date

The Natural History Museum has had a buoyant start to the year, continuing to enthrall and engage visitors and consumers alike.

The new blockbuster exhibition Titanosaur: Life as the Biggest Dinosaur has welcomed over 50,000 visitors since it opened at the end of March, with the first two weeks at 95% capacity every day.

And it’s not just the dinosaurs that are gargantuan – 2022 saw a 196% increase in attendance with 4,654,608 visitors, making it the most popular indoor attraction in the UK.

Hot on the heels of its success at this year’s B&LLAS – where it collected the Best Licensed Heritage Or Institution Brand Award for the fourth year running – the Natural History Museum has expanded its licensing programme with a slew of new partners and product development, appealing to a cross-section of consumers.

A new range of NHM-branded STEM toys and kits are launching AW24, brought to life by the team at Galt Toys. Blues Group has also come on board to develop daywear, nightwear and accessories for the kids and preschool markets.

A2V will create a range of thoughtful, and sustainable products appealing to consumers on the move via a partnership with World Duty Free stores.

The Museum’s collection of art inspired by the natural world will be made available in Q4 2023 via another new licensee East End Prints, while long-term licensee Surface View is refreshing its offering of bespoke printed wall coverings, wall art and window treatments with artwork sourced from the Museum’s Birds, Insects, Botanicals, Fish and Dinosaurs collections.

Independent fashion brand Joanie will launch its second womenswear collection inspired by the Museum’s collection of specimens and artwork. Available at the end of May, the limited edition collection will see a quirky and playful take on fresh themes including coral, insects, minerals, dinosaurs and meteorites.

After collecting the Sustainability Brand Licensed Product or Range Award at this year’s B&LLAS, the Dunelm and NHM partnership continues to engage customers with a new collection of homewares inspired by the beauty of tropical coral reefs and the British shoreline. Whether it be the harmonious blues of the Shore collection, or the bold motifs of the Reef collection, consumers have a choice of over 200 skus – the biggest collection so far.

“We’re thrilled to see our licensing partners receive recognition for their hard work and innovative thinking at this year’s B&LLAs,” commented Maxine Lister, head of licensing at the Natural History Museum. “The Museum continues to forge new relationships with licensees and retailers, and we’re excited to collaborate with these best-in-class partners to deliver purposeful, and thought-provoking product; engaging the consumer through storytelling.

“The team are busy behind the scenes developing new visual and creative content that leverages the broad appeal of the Museum, and its iconic collections; suitable for a number of established and new categories.”

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