Globally renowned art institution taps licensing agent to represent its brand across EMEA.
WildBrain CPLG has signed a deal with The Metropolitan Museum of Art (The Met) to exclusively represent the iconic New York institution in EMEA.
Under its Lifestyle division, WildBrain CPLG will assemble a licensing programme for The Met designed to appeal to families, millennials and a diverse international audience across categories, including homewares, apparel, accessories, stationery, gifting, toys and activities, health and beauty and collaborations.
The agency will aim to create a merchandise programme which differentiates The Met by combining the institution’s iconic collections and art works, with the diversity and energy of New York and the museum’s mission to collect, study, conserve and present significant works of art across all times and cultures in order to connect people to creativity, knowledge and ideas.
WildBrain CPLG will initially focus on building product ranges that utilise assets from a cross-section of The Met’s 17 curatorial departments and are tied into current fashion and homeware trends.
“The Metropolitan Museum of Art is one of the world’s most dynamic and inspiring museums and we’re very excited to add this prestigious institution to our expanding Lifestyle portfolio,” commented Victoria Whellans, group brands director at WildBrain CPLG. “As we begin building a unique licensing programme which will reinforce The Met as both educational and accessible, we look forward to bringing fresh, authentic and unexpected product ranges to a diverse selection of consumers across EMEA.”
Lisa Silverman Meyers, head of licensing and partnerships at The Metropolitan Museum of Art, added: “WildBrain CPLG has a unique passion for storytelling and shares our belief in the power that museums have to foster understanding through art and culture.
“Their dedication to our goal of bringing The Met to new places in new ways, paired with WildBrain CPLG’s proven track record of success throughout EMEA makes them an ideal partner for the Museum.”
Founded in 1870, The Met is home to two million works spanning 5,000 years of art. It is the number one tourist attraction in New York City, with over seven million visits and 30 million web visitors in 2019. The Met celebrated its 150th anniversary on April 13, 2020.