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V&A underlines importance of US market

Museum once again heading to Surtex after flurry of activity in US so far this year.

The licensing team from the V&A Museum is gearing up for another showing at Surtex next week, with this year already having seen a flurry of activity in the US.

The museum will once again be exhibiting at the show – which runs from May 20-22 at New York’s Jacob K Javits Convention Center.

The V&A signed its first licence agreement over 20 years ago and today it boasts over 80 licensed partners.

The global programme includes soft furnishings, homeware, stationery, apparel, accessories, jewellery and gifts. Voted the best Art and Design Brand at the LIMA International Licensing Awards last year, the V&A has also been nominated in two categories for 2018.

This follows on from V&A picking up a hat-trick of awards at last month’s Brand & Lifestyle Licensing Awards.

This year has seen a buzz of activity in the US, with licensees making the most of the V&A brand to appeal to a quality conscious consumer.

Following the bestselling debut collection, quilting fabric specialist Moda Fabrics is working on product development for three future collections inspired by the Arts and Crafts Movement.

Long-standing licensee Wild & Wolf has also developed a range exclusively for the US market, expanding on its offering of gardening accessories to include stationery and gifting.

Meanwhile, Caspari has developed new paper tableware products, adding a fresh colourway to the Alice in Wonderland range, and will be previewing a new winter range at the National Stationery Show, running concurrently with Surtex.

The V&A also has long-standing relationships with museums and audiences across America. The recent exhibition, Ocean Liners: Speed and Style, was co-organised by the V&A and the Peabody Essex Museum in Salem, Massachusetts, where it ran between May and October 2017 before making its way across to London in February 2018.

After a five-year world tour, V&A exhibition David Bowie Is has made its final stop in Brooklyn where it will run until July 2018 and is set to be the Brooklyn Museum’s most successful exhibition.

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