Licensing Source Book: Museum & Heritage 2026

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LEADER

Heritage sights

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elcome to the third annual edition achieved in their particular product categories of our publication dedicated to the – and it is certainly paying dividends when it museum and heritage licensing comes to sales success. sector. It marks our largest issue yet, As another of our contributors said, you often highlighting how much the area continues to see the best innovation when two brands expand – in size, reputation and importance. collaborate and bring their own expertise to the Speaking to a wide range of brand owners product design. Something on which we and licensees for this edition, it seems that wholeheartedly agree. there is more opportunity than ever in the We’re expecting to see a lot of this innovation sector – and an appeal that stretches far highlighted at the Brand & Lifestyle Licensing beyond the UK, too. We’ve talked a lot about Awards in April. The awards programme is the innovation that is demonstrated across celebrating its 10th anniversary this year and, the museum and heritage landscape over looking back, it is truly astounding to see how the past few years, but if far the museum and heritage Framing the ever there was a sweet licensing sector has come in future spot, 2025 may well have “ W that decade. Back then names been it. such as V&A, Historic Royal Brand champions One of our contributors Palaces, National Gallery, pointed out that there is a William Morris, Science misconception that Museum, Natural History heritage licensing can be Museum and RHS were “formulaic and traditional”, creating the foundations of but they have loved seeing what would grow into a how licensees can take flourishing business model. inspiration and playfully They were the inspiration for interpret this into product. so many more heritage Buy-product This is undoubtedly brands which have since Leading with proven with a look at our made the successful move responsibility H licensee feedback section into licensing and we are (pages 46-49) which turns looking forward to celebrating the spotlight onto a with them at the B&LLAs on diverse range of Thursday 23 April. categories – from We hope you enjoy the issue calendars and greeting cards, through to toys, – please do share your feedback with the team; arts and crafts, food gifting, high-end we would love to hear from you. handbags and handmade art clocks.

All of the licensees we spoke to seem to The Licensing Museum & Heritage Book Team have been hugely enjoying pushing the Samantha Loveday, Tessa Clayton, Ian Hyder, boundaries and limits of what can be Jakki Brown and Rob Willis.

INDUSTRY ROUNDTABLE

THE BIG INTERVIEW: VAN GOGH MUSEUM

Licensing Museum & Heritage Book chats to five senior executives – Declan McCarthy, head of publishing and licensing, Ashmolean Museum; Cathy Snow, licensing manager, RHS; Becky Stanford, head of brand licensing, National Trust; Tina Warner, image, media and brand licensing manager, Royal Museums Greenwich; and Alice Molyneux, head of licensing and brand partnerships, Liberty – about the year just gone, plans for 2026, the importance of innovation, the retail landscape and hot tips for the 12 months ahead.

and a slate With a sharpened strategy, a new global agent Museum is of high-profile collaborations, the Van Gogh Eva entering its ‘Licensing 2.0’ era. Head of licensing global Derksen reveals how the museum is balancing Vincent’s reach with authentic storytelling to connect legacy with (new) generations around the world.

e are at an exciting moment in the Van Gogh Museum’s licensing journey,” begins Eva Derksen.

“We can proudly look back on several successful years with meaningful and relevant partnerships that have allowed us to share our mission with audiences around the world, and now we are ready to take the next step. There will be more focus, more balance, more efficiency and an even stronger and life emphasis on conveying Van Gogh’s art story in an authentic and impactful way.” will To support this new phase, the museum begin working with a new licensing agent, WildBrain CPLG, as of 1 January 2026.

“Having a single partner who will grow alongside us and represent our vision within Eva this refreshed strategic focus is essential,” a toward work to is states. “Our ambition leading position within the international licensing industry for Below: The museum’s cultural brands, while partnership with streetwear brand A significantly expanding Bathing Ape® is connecting the museum’s identity with a young, styleconscious audience. and ensuring its visibility

Art Left: Launched in March 2025, the LEGO® the Vincent van Gogh Sunflowers set captures artist’s iconic brushstrokes.

and awareness grow well beyond its walls.”

Global visibility is already high, with diverse, globally targeted partnerships keeping the museum’s licensing programme in the spotlight throughout 2025. One standout Art was the March retail launch of the LEGO® Vincent van Gogh Sunflowers set, a 2,615-piece brick-built painting that captures the iconic “It’s brushstrokes of Van Gogh’s masterpiece.

“We so much more than a product,” says Eva. supported the launch with marketing activations that align with the storytelling Art behind the painting. There’s even a LEGO and podcast episode where our senior curator LEGO designer Stijn Oom give exclusive listen insights into Van Gogh’s life and work, to to as you build.”

The LEGO Group collaboration is just one example of the ways the museum is deepening adults, its engagement with kidults and young says Eva. “We are definitely trying to widen the scope of our partnerships to reach a younger audience. Our 2025 collaboration with [Japanese streetwear brand] A Bathing Ape®, for instance, has enabled us to connect more strongly with a young, creative audience.”

The A Bathing Ape® collection draws from Van Gogh’s masterpieces,

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LICENSING MUSEUM & HERITAGE BOOK

DECLAN MCCARTHY

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2026

CATHY SNOW

BECKY STANFORD

How was 2025 for your business?

Declan: “The first half of 2025 was quite tricky – lots of positive meetings and new leads, but a couple of bigger deals slightly delayed.

The second half certainly rallied and we saw the global drop of the Ashmolean x Hugo Boss apparel range. We hope this helps to highlight the Ashmolean to a more global network of opportunities going forward.

We were also particularly proud of the Ashmolean x Bramwell Brown clocks featuring Japanese woodblock prints from the collection. These are beautiful UK made pieces and certainly a statement item in any home.”

Cathy: “2025 was a cracking year for RHS licensing. Our gardening licensees in particular had a good start to the year, buoyed by nice spring weather and a good early LICENSING MUSEUM & HERITAGE BOOK

A selection of licensees share their best sellers in the museum and heritage space, the new launches coming up and what they are most looking forward to in 2026.

Frances Bodiam, md, Flame Tree

“We loved working with museums and the heritage sector last year, creating beautiful calendars that bring their collections to life.

Our ongoing Audubon Birds calendar showcases new illustrations from the Fitzwilliam Museum each year, while our first Polar Museum calendar for 2026 and celebrates the incredible photography history of the Scott Polar Research Institute. We are proud to join in on the responsibility of sharing our culture, history and scientific discovery through publishing enjoy all year can products that people round, and we’re excited to continue these partnerships and explore new collections in 2026.”

Top: Royal Museums Greenwich is at the start of its licensing journey with collaborations already launched with Arthur Beale and Love & Roses.

Left: The Ashmolean Museum is looking to build on the success of its Hugo Boss collaboration.

2026

Heritage brands aren’t just keepers of culture – they’re leading the charge in sustainable innovation. From eco-friendly products to responsible licensing, these trusted institutions prove that legacy and sustainability are inseparable.

Dan Grant, licensing director, Danilo

“2025 was another positive year for our RHS licensing programme, with our Square Wall Calendars alongside our Slim and A5 Diaries continuing to lead the range. We’re also proud of the mini calendar we introduced, Crops in Pots, as it is a space-saving option for smaller homes and urban gardeners. Each designs. harvesting month includes practical RHS advice - from planting tips and seed collecting to pot care and seasonal useful for - making it both beautiful and genuinely in compact spaces. more customers looking to grow Flower Show As always, supporting the RHS Chelsea a remained a key highlight for us. We produced and diaries specifically calendars of dedicated selection building for the event. In 2026, we’re excited to continue celebrating the on the strong foundations of the range, The designs. our through archives RHS richness of the wellbeing continued interest in gardening, nature and on the success of gives us a fantastic opportunity to build another to forward looking we’re and the collection, RHS.” great year working in partnership with the Above: Dan Grant.

Below: Danilo is looking forward to continuing to celebrate the richness of the RHS archives through its

eritage brands are a staple of our culture and the way we interact with both the history and current state of our world. Which is perhaps why they lend themselves so well to sustainability action and ambition, leading the way in environmentally conscious product creation.

This couldn’t be clearer than when talking to some of the heritage brands across the Products of Change community including the Natural History Museum, the Eden Project, RSPB, Van Gogh Museum, Zoological Society of London (ZSL) and Cambridge University.

Above: Frances Bodiam.

The Fitzwilliam Museum Below: Flame Tree has created calendars for and The Polar Museum.

Inset: Eden and Hypnos’ plant-based mattress range.

LICENSING MUSEUM & HERITAGE BOOK

ALICE MOLYNEUX

HERITAGE BRANDS AND SUSTAINABILITY

LICENSEE FEEDBACK

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TINA WARNER

gardening season. In this and other categories several established licensees launched product, and we saw our best Q1 and Q2 results for several years. And, of course, we were delighted with the wins at the B&LLAs. All of this reinforced our conviction that we have the right approach for this fabulous brand, allowing us to continue the steady growth of the licensing programme.”

Becky: “Overall 2025 was a positive year for our licensing programme with the introduction of several new collaborations, along with exciting new product ranges from existing partners coming to market across our core categories. The retail landscape

2026

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Inset: The heritage panel from last year’s POC Conference (L-R) Kathryn Brand, editor and content manager, POC; Hannah Aspey, head of brand licensing, Curating Cambridge; Freddie Hack, sustainability manager RSPB; Louisa Skevington, licensing manager, Natural History Museum; Tracey Smith, commercial partnerships and licensing manager, Eden Project; and Abbie Taylor, brand licensing manager, ZSL.

A heritage brand is defined by its purpose and Above: Cambridge’s responsibilities: to safeguard, licensed children’s books conserve and protect with Nosy Crow. something considered significant or important to humanity.

As Eva Derksen, head of licensing at the Van Gogh Museum, articulates: “As a museum and heritage brand, we feel a responsibility to preserve and protect our heritage, not just historically, but also in how we operate today.

Sustainability is part of that responsibility.

After all, a heritage brand only survives if it remains relevant and responsible over time.”

This longevity creates trust, and therefore a level of expectation that a heritage brand is going to be making the right choices, which, for many, means more sustainable choices.

“We, and a lot of the heritage brands, are part of society; they are a part of the UK. They’ve been around forever, and people trust them.

They know what they’re about,” says Freddie Hack, sustainability manager for RSPB.

2026

PUBLISHERS OF

Samantha Loveday - Group Editor Ian Hyder - CEO Jakki Brown - MD and Editorial Director Rob Willis - COO Mark Grayson - Creative Director Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk Copyright 2026. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.

ISSN 25158643.

SPORTS BOOK

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CONTENTS

What’s Inside?

8-11 13 15 16-17

19 21 22-23 25 27 28-31 33 35 36-37

State of the Nation In Focus: National Railway Museum In Focus: V&A Viewpoint: Are museum and heritage brands the OG of Newstalgia?

In Focus: RHS In Focus: Museums & Galleries The Big Interview: Van Gogh Museum In Focus: The National Gallery In Focus: PAN AM Brand Owner Roundtable In Focus: The Met In Focus: Historic Royal Palaces The Big Interview: John Lewis & Sanderson

39 41 43 45 46-49 51 53 55 56-57 59 61 62 63

In Focus: The Puppet Company In Focus: Royal Pavilion at Brighton In Focus: Imperial War Museums In Focus: RSPB Licensee Feedback In Focus: Jewel In Focus: Royal Shakespeare Company In Focus: New York Botanic Garden Heritage and sustainability In Focus: British Museum In Focus: Natural History Museum In Focus: John Smedley In Focus: National Galleries of Scotland

LICENSE A DESIGN FROM THE WILLIAM MORRIS SOCIETY

Bring beauty and craftsmanship to your brand with the timeless elegance of designs by William Morris and his daughter, May Morris.

E XPLORE THE COLLECTION WITH US

www.williammorrissociety.org/licensing museum@williammorrissociety.org 0208 741 3735

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STATE OF THE NATION

Sell culture From clever collaborations and new product innovations, through to burgeoning brand expansions, Licensing Museum & Heritage Book rounds up some of the latest news from across the category.

B&LLAs 2026 are open for entries Above: The limited edition range reimagines artworks from the V&A’s collections through Petit Pli’s innovative patented pleated structure.

V&A and Petit Pli launch Patterns in Play V&A has teamed up with material technology specialist, Petit Pli on a new print collaboration which brings together art, innovation and childrenswear.

The limited edition range reimagines artworks from the V&A’s collections through Petit Pli’s innovative patented pleated structure.

Hidden within every fold of the garment is a playful spot-the-detail game. Children are encouraged to find shapes, count patterns and call out colours, turning the simple act of getting dressed into a tactile moment of learning and fun for multiple stages of development. Every garment includes a Pattern Slip, a small fabric guide showing motifs taken directly from the print they are wearing, creating a pocket-sized invitation to look closer.

Each artwork was picked to capture the V&A’s collections and to speak in a visual language that children can understand.

The artists behind the prints include Katsushika Hokusai, one of Japan’s most famous artists; Mary Yonge, known for her bold and playful patterns of the 1960s and 1970s; and Kathleen Kersey, known for weaving animals and floral motifs into intricate Arts and Crafts textile and wallpaper design in the Morris & Co studio.

Petit Pli’s patented structure expands bi-directionally to fit seven sizes in one, reducing waste and extending each garment’s life many times over.

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LICENSING MUSEUM & HERITAGE BOOK 2026

The Brand & Lifestyle Licensing Awards will be returning in 2026, with a glittering 10th anniversary event which will also see the introduction of two new categories.

Taking place on Thursday 23 April 2026 at the Royal Lancaster London, the B&LLAs gives the brand and lifestyle licensing and retail sector an opportunity to be recognised and rewarded separately to the massive character and entertainment licensing sector which is covered by The Licensing Awards (held in September).

The B&LLAs 2026 will look to reward brand and lifestyle licensing activity which has taken place in the UK between 1 January 2025 to 31 December 2025, across Product, Retail and Property categories. In addition, the Brand Ambassador Award will also be presented to a special individual (brand owner, licensor, retailer, licensee or supplier), acknowledging their contribution to the brand licensing sector, while the UK Rising Star Award will recognise and reward excellence among those new to the brand licensing sector in the UK who have shown real potential in the continued evolution of the sector.

2026 will also see two new categories join the line-up – Best Brand Licensed Paper Products & Publishing Range and Best Brand Licensed Retail Marketing Initiative.

The deadline for nominations and entries across all categories is Friday 27 February 2026.

The entry and nomination process for all categories is free and via online submission – all the forms, including full criteria for each award, can be found on the dedicated B&LLAs website at www.brandlicensingawards.com.

Above: The RHS team collecting last year’s Best Licensed Heritage or Institution Brand.

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STATE OF THE NATION

Love & Roses sees stars with Royal Observatory Greenwich Royal Observatory Greenwich has partnered with fashion brand Love & Roses for a celestial new womenswear collection.

The collaboration draws inspiration from the historic Royal Observatory and the mysteries of astronomy to celebrate the wonders of the Universe and the beauty of the night sky.

The autumn/winter 2025 collection – which is available exclusively from Next.co.uk and international Next sites – features more than Above: The collection features more 50 pieces designed with elevated occasion than 50 pieces designed with elevated occasion dressing in mind. dressing in mind.

The first part of the collection brings the night sky to sparkling life, with dark, wintery tones, star and lunar motifs and metallic shimmers. Highlights include delicate blouses with planetary designs, a cape with metallic embroidery and embellished velvet pieces.

The second part reimagines the stars and puts the wonders of the distant Universe centre stage in a celebration of cosmic sparkle, with eyecatching galaxy inspired fabrics, shimmering sequins and colourful ombre designs. Items range from showstopper sequined mini dresses to flowing metallic gowns.

“It has been amazing to partner with Love & Roses on this exciting project,” commented Tina Warner, images, media and brand licensing manager at Royal Museums Greenwich. “We’re looking forward to collaborating with them again in the future.”

IBC appointed worldwide master licensee for Leonardo da Vinci signature trademark IBC has been appointed worldwide master licensee and exclusive agent for the Leonardo da Vinci signature trademark, opening a new chapter of global licensing opportunities rooted in one of history’s most influential minds.

Under the agreement, IBC holds exclusive global rights across all product categories to represent the Codex Atlanticus drawings and the registered, authentic Leonardo da Vinci signature. The intellectual property is owned by the Veneranda Biblioteca Ambrosiana in Milan, Italy, with all licensing Below: Part of the Jack & Jones Leonardo Signature | AW Collection. initiatives developed in close collaboration with its curators to ensure authenticity, historical accuracy and respect for Leonardo’s legacy.

The appointment enables companies to collaborate with IBC to incorporate Leonardo’s signature, sketches and reproduced Codex pages into commercial collections. “These elements can be used as graphic motifs, textures or design features, allowing brands to elevate products with cultural prestige, beauty and intellectual depth,” said IBC’s ceo and md Elisabetta Treggiari. “Beyond artistic value, Leonardo’s signature symbolises scientific curiosity, technological foresight and innovation. Licensed products can communicate sophistication, creativity and forward-thinking design inspired by Leonardo’s advanced vision.”

Applications span fashion, eyewear, jewellery, accessories, home décor, textiles, lifestyle products, educational toys, creative tools and technology-related items, offering wide-ranging opportunities for both established brands and new licensees.

The Codex Atlanticus, Leonardo’s largest collection of drawings and writings comprising 1,119 folios, has been preserved at the Ambrosiana since 1637. The licensed signature is taken from folio 1054, ensuring verified provenance.

Natural History Museum teams up with Katapult The Natural History Museum has revealed a landmark collaboration with themed attraction design company Katapult, to create unique licensable experiences.

The new collaboration will leverage the Museum’s globally recognised brand and scientific expertise with Katapult’s award-winning design skills to produce a new portfolio of Above: The new partnership will create ‘breathtaking’ new experiences. immersive experiences. The new concepts are being developed specifically for visitor attractions, operators and investors seeking commercially successful and highly marketable attractions.

Katapult held exclusive, preliminary conversations with interested parties at the IAAPA Expo Orlando 2025 last November.

“In recent years, the Museum has expanded into immersive forms of storytelling to connect with new audiences,” said Maxine Lister, head of licensing at the Natural History Museum. “This collaboration with Katapult will leverage their exceptional skills to bring the story of our planet’s history to a brand-new audience. We want to inspire families, fill them with wonder for our natural world, and empower them to take action to shape its future.”

Dawn Foote, ceo and co-founder of Katapult, continued: “We are thrilled to be working with the Natural History Museum, a global authority on the natural world. This collaboration allows us to do what we do best: tell incredible stories through unforgettable experiences, while also being commercially successful.”

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STATE OF THE NATION

Mattel Creations on board with the Museum of Modern Art Mattel and the Museum of Modern Art have secured a five-year global partnership, which will see the company’s design-driven direct to consumer platform, Mattel Creations, launch a range of products.

The first capsule of seven products inspired by MoMA’s collection launched in time for the 2025 holiday season.

In addition, Mattel will sponsor The Museum of Modern Art’s Samuel and Ronnie Heyman Family Art Lab and its programmes.

The initial launch spans Mattel’s most iconic brands, each reinterpreting masterpieces from MoMA’s collection.

These include a collectable Barbie inspired by Vincent van Gogh’s The Starry Night, featuring a gown patterned after the painting’s swirling skies, a crescent moon detail in her curls, and sculpted heels inspired by the landscape’s rolling hills; a Hot Wheels die-cast replica of the Jaguar E-Type Roadster; a Hot Wheels die-cast inspired by the Citroën DS 23 Sedan; a first ever MoMA edition of classic card game, UNO featuring six artworks from the collection; a reimagined Magic 8 Ball inspired by Alma Woodsey Thomas; a surrealistinspired Little People Collector set including a selfportrait of Salvador Dalí and a piece inspired by The Persistence of Memory; and a Little People Collector set inspired by Monet’s Water Lilies including one figure of Claude Monet himself and the other figure a canvas that puts Monet into the vibrant piece of art that he’s created.

Right: Mattel has reinterpreted masterpieces from MoMA’s collection for the initial launch.

Above: The Design Museum will launch a full-scale global licensing programme with GMS.

The Design Museum enters licensing arena Global Merchandising Services has been appointed the exclusive worldwide licensing agency for the Design Museum, the world’s leading museum devoted to contemporary design in every form.

In an unprecedented move for the museum, the partnership will launch a full-scale global licensing programme designed to engage consumers through curated, design-led collaborations.

As part of the deal, Global Merchandising will develop a licensing strategy across a broad spectrum of categories including home, fashion, stationery, textiles, interactive, experiential and beyond. The programme will also look to honour the museum’s exhibition calendar by translating them into compelling consumer product lines.

Lycia Lobo, chief operating officer at the Design Museum, commented: “This is an exciting and strategic new chapter for the Design Museum. With Global Merchandising’s expertise in brand building and international retail, we look forward to extending the museum’s reach into new territories and formats – sharing the value of design with broader audiences through imaginative, highquality products.”

Hugo Boss teams with the Ashmolean Museum The Ashmolean Museum has been enjoying success with Hugo x APOH, a limited edition capsule which draws artistic inspiration from its distinguished collection.

The collaboration reimagines the work of Jean-Louis Forain, infusing streetwear staples with classical impact to bridge art and contemporary fashion.

At the heart of the collection are pieces adorned with Forain’s evocative ballerina artwork, sourced directly from the Ashmolean’s archives. The designs are applied across a range of menswear essentials: relaxed-fit t-shirts, oversized hoodies in cotton terry, statement French-terry sweatshirts and accessories including caps.

Each item features signature Fabrics and finishes characteristic of Hugo’s aesthetic, coupled with the artistic gravitas of the Ashmolean’s heritage.

Where possible, pieces are produced using at least 60% better raw materials, including cotton derived from regenerative agriculture, ensuring that style is balanced with environmental conscience.

“This wonderful collaboration brings the Ashmolean’s collection to a broader, younger, more fashionoriented audience,” said Declan McCarthy, head of brand licensing at the Ashmolean Museum.

Left: The collaboration reimagines the work of Jean-Louis Forain.

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STATE OF THE NATION

Sanderson Design Group hosts successful Partner Day Sanderson Design Group welcomed over 90 guests from 36 partners to Voysey House in Chiswick in December for its 2025 Licensing Partner Day. The company introduced the Partner Day in 2024, with last year’s event stepping up a notch with the introduction of the SDG Awards, an insightful panel talk, hands-on wood blocking and exclusive archive tours.

The welcome was delivered by ceo Lisa Montague, who outlined the company’s five-year strategic framework and highlighted the strong momentum achieved through recent brand launches including Highgrove by Sanderson and Morris & Co. x The Huntington, The Unfinished Works.

The new collaboration panel was hosted by Charlotte Archer and featured SDG’s Claire Vallis, with Anabel Kindersley from Neal’s Yard Remedies and Ruggable’s Morgan Pekera – coming together for a dynamic discussion exploring the power and future of creative collaboration.

The introduction of the SDG Awards for 2025, saw commercial director Mauricio Solodujin and licensing director, Gabrielle Sims award six of the company’s partners with accolades: Direct-to-Consumer Excellence Award: Blinds2Go Best International Growth Award: Pooky Best Product Innovation Award: Habitat & TU Best Marketing and In-store Campaign Award: John Lewis Outstanding Commitment Award: Bedeck Rising Star Award: Summersalt Licensee of the Year: Ruggable Left: The successful Partner Day included the SDG Awards, a panel talk, archive tours, wood blocking and strategy updates.

Highclere Castle programme continues expansion LMI is continuing to build the licensing programme for Highclere Castle, welcoming a number of new global partners.

In the US, AW Industries has launched The Highclere Collection, a range of beds, mattresses and headboards featuring the castle and registered artwork of the surrounding Follies found in the estate. Complementing the company’s efforts, Restokraft Mattress Company has recently joined the programme to launch mattresses in specific US states.

Standard Fiber has a broad assortment of bed, bath and pet products, with the Regal Collection having launched on the Home Shopping Network last year. In the UK, Peter Reed has a range of napkins, while over in China, Hangzhou Kanghou has a range of duvets and pillows under its Sidanda brand, extending its agreement for a further three years. Lord and Lady Carnarvon – who call Below: The Highclere Castle licensing programme originally began back in 2013.

Highclere Castle home – have also licensed Highclere gin, cigars and roses.

2026 will see the arrival of a range of household decorative products including wallpaper, curtains and trimmings.

National Trust licensees marking key milestones Alitex and the National Trust are marking 20 years of partnership dedicated to heritage and garden conservation.

Over the past two decades, Alitex has contributed more than £1 million in income, directly supporting the National Trust’s vital work to protect and restore historic gardens and landscapes across the nation.

To commemorate the anniversary, the National Trust presented the Alitex team with a meaningful gift: a Camellia japonica, discovered growing at Claremont Landscape Garden within the footings of the original glasshouse built for Princess Charlotte (1796–1817).

Meanwhile, there are celebrations of a different kind for kitchen specialist Symphony, which has teamed up with National Trust on eight new kitchen designs, inspired by the architecture and craftsmanship of eight historic houses cared for by the National Trust.

“We’re delighted to launch this unique collection, which celebrates British heritage and exceptional design,” said Robert Newton, head of marketing at Symphony.

Above: (L-R) Nelly Hall, director of growing at Alitex; Sheila Das, head of gardens and parks, National Trust; and Tom Hall, co-founder of Alitex standing in front of one of the National Trust licensed glasshouse called Mottisfont.

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‘Timeless Journeys’ a NEW style guide inspired by the National Railway Museum’s collection of vintage railway posters. It celebrates the beauty of Great Britain, showcasing its natural treasures, and is shaped around four key stories: Seaside, Coast, Countryside and London.

For Licensing enquiries: licensing@sciencemuseum.ac.uk sciencemuseumgroup.org.uk/brandlicensing

SHARE STORIES | IGNITE CURIOSITY | THINK BIG | REVEAL WONDER

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IN FOCUS: NATIONAL RAILWAY MUSEUM

Rediscover the romance of the rails Step into an era where travel was an indulgence and design was an art form. The National Railway Museum in York offers its Timeless Journeys style guide, a curated celebration of Britain’s most iconic railway posters from the 1920s and 1930s, an age when the romance of the rails defined sophistication.

is paramount. The Timeless Journeys style guide expands these possibilities, offering a wider range of uses for this stunning artwork – from luxury homeware and fashion to premium stationery and curated gifting.”

The guide is centred around four themes, celebrating the vibrant beauty and scenic diversity of Great Britain: the Seaside, a synthesis of natural beauty and fun; the Coast, a range of stunning landscapes and he interwar decades of the 1920s and diverse scenery across the UK; the 1930s were a golden age for British Countryside, a blend of rolling hills, lush fields travel. Railway companies and charming villages; and London, a commissioned leading artists to craft posters dynamic mix of culture and history. that were more than advertisements; they The style guide is more than a portfolio; it were statements of style and aspiration. With is a design toolkit for brands seeking to sweeping landscapes, sunlit coastlines, iconic infuse their collections with heritage and London landmarks and bold, modernist sophistication. Featuring typography, these works refined colour palettes, captured the allure of leisure pattern adaptations and and the promise of discovery. creative applications, it Advances in lithographic bridges the elegance of the printing elevated these designs past with the innovation into vivid masterpieces, of today. transforming stations into For discerning licencees, galleries of wanderlust. nostalgia is not a trend, it is Today, these treasures reside an enduring narrative. within the Museum’s archives, Timeless Journeys offers an preserved with care and opportunity to align with protected by copyright, offering Britain’s cultural legacy brands the rare privilege of while creating products that licensing authentic heritage evoke emotion, authenticity artwork. This exclusivity ensures and artistry. Whether it’s a every collaboration carries the bespoke travel accessory, a weight of provenance and the heritage-inspired apparel elegance of history. line or a curated hospitality Amy Harbour, head of concept, these posters licensing and commercial Above: Licensees can explore Seaside, provide a visual language partnerships at the Science Coast, Countryside and London themes in the new style guide. steeped in luxury and Museum Group, shares why history. these designs remain in demand: Explore the Timeless Journeys style guide “Railway posters are incredibly popular for and discover how heritage can elevate licensing through our picture library, your brand. particularly in TV and film where authenticity

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Contact licensing@sciencemuseum.ac.uk or visit sciencemuseumgroup.org.uk/brandlicensing.

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The V&A celebrates design and creativity in all its forms. It was founded in London in 1852 to advance cultural knowledge, and inspire makers, creators and innovators everywhere through a diverse collection of objects from around the world. Today, the V&A continues to share a 5,000-year-old story of creativity, through its ever-evolving collection spanning every creative discipline, from art, design, fashion, photography and furniture to theatre, performance, architecture, and ceramics. Its archives provide unrivalled inspiration, sparking the imagination of people across the world.

For more information please visit: vandalicensing.com Contact us: licensing@vam.ac.uk

Scan the QR code to visit the website.

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IN FOCUS: V&A

The V&A brand is recognised as a powerful endorsement of craftsmanship, innovation and excellence in design. Throughout 2025 it saw a variety of new partners launch debut product ranges that celebrate the rich array of charming patterns and distinctive motifs housed in the museums’ extensive archives.

Celebrating the V&A’s archives

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uxury French patisserie Maison Ladurée unveiled an exclusive, limited edition macaron gift box that paid tribute to the French queen, Marie Antoinette. The box design was inspired by 18th-century French fabric samples and reveals how the artistry of the 1700s continues to influence contemporary design, style and imagination. As part of the launch campaign, the Ladurée team captured a visit to V&A South Kensington and V&A East Storehouse on film to create an inspiring behind-the-scenes look at the creative treasures that brought the box design to life. Furthermore, beautiful window displays adorned the most visited Ladurée stores, including the 16 Rue Royale store in Paris, and London’s Covent Garden.

The V&A recently launched a limitededition childrenswear capsule in collaboration with UK material technology company Petit Pli, entitled Patterns in Play. The range reimagines artworks from the V&A’s collections through Petit Pli’s innovative patented pleated structure, celebrating a world where timeless designs and technology go hand in hand. Hidden within every fold of the garment is a playful spot-the-detail game. The collaboration highlights the V&A’s commitment to reach audiences of all ages, inviting them to explore creativity and design.

Inset: Petit Pli’s Patterns in Play collection reinterprets timeless designs through technology.

Below left: Maison Ladurée’s macaron gift box was inspired by 18th-century fabrics housed at the V&A.

In September, Hillarys Blinds launched its inaugural range with the V&A. The V&A William Morris capsule collection of made-tomeasure Roman blinds, curtains and cushions reimagines five of Morris’s most iconic patterns in eight fresh colourways, giving these classic designs a contemporary twist for homes that are lived in, not just looked at.

The V&A is dedicated to creative opportunity and its power to bring about change. Alongside its South Kensington site, it invites visitors to two new free cultural destinations – V&A East Storehouse and V&A East Museum.

Launched in May this year, V&A East Storehouse is a revolutionary new space designed to house and display over a million objects from the museums’ vast collections.

Spring 2026 will see the grand opening of V&A East Museum. Comprising two galleries and an exhibition space, it will introduce the museums’ collections to audiences in exciting new ways. The opening of V&A East Museum promises to be a transformative chapter in the museums’ history and will provide new opportunities for licensees to respond through product development and asset selection.

To find out more about the V&A brand licensing programme, email the team at licensing@vam.ac.uk.

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MUSEUM & HERITAGE VIEWPOINT

The Newstalgia OG unusually broad demographic footprint. Museum brands, in particular, are all about family days especially across the school holidays – with grandparents, parents, teens, toddlers and babies in tow – and they are also attractive to educators, culture seekers, superfans of specific ewstalgia in the brand Inset: Anna Clarke, svp licensing, Informa Markets artists or eras, international licensing world is when you Global Licensing Group. tourists and local communities. take a legacy brand with This multi-generational, multi-interest base is nostalgic appeal – think Masters of the exactly what makes them so well suited to a Universe, Barbie, Doctor Who - and modernise broad licensing and consumer products it for a new, younger audience to create programme. consumer products that feel familiar but fresh Programmes across this category have to everyone. matured significantly over the past decade, Museum and heritage brands embody this and we have witnessed some incredibly perfectly - their historic collections create creative and considered collaborations emotional resonance, trust and authenticity designed to appeal across demographics. among a more mature demographic, while Many of these partnerships have helped their modern interpretations, collaborations institutions attract new audiences that may and product design allow them to feel not have previously aligned themselves with contemporary and relevant to younger that brand – another major advantage. By generations. Few sectors are better blending cultural legacy with modern positioned to ride this trend especially when marketing, these programmes are enabling Below: LEGO has recreated you consider their

With vast archives of rich and readily available IP that often go back centuries, Anna Clarke, svp licensing, Informa Markets Global Licensing Group, asks are museums and heritage brands the OG of Newstalgia?

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Van Gogh’s The Sunflowers into a brick version.

Case study: Van Gogh Museum The Van Gogh Museum has blazed a trail with adventurous brand collaborations with a wide range of companies to create products inspired by Van Gogh's art and life, from toys and technology to fashion and sustainable goods engaging diverse audiences that help fund the museum, including Vans, Samsung, Moleskine, Cariuma and Daily Paper.

LEGO – The museum entered a brand collab with LEGO last year to transform Van Gogh’s most famous painting, The Sunflowers, into a brick version.

Pokémon - In 2023, the Van Gogh Museum celebrated its 50th anniversary and launched an official collaboration with Pokémon aimed at introducing new audiences to Van Gogh’s work. A special Pokémon promo card was created alongside an exclusive range of Pokémon x Van Gogh Museum products.

Floral Street - a partnership, which started in 2021 with the launch of the perfume Sunflower Pop and, in 2025 was extended to bring to life the essence of Van Gogh’s iconic paintings Sunflowers (1889) and Almond Blossom (1890) through a sensory scent experience.

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Case study: Natural History Museum The Natural History Museum in London produces an array of gorgeous consumer products for kids, many inspired by the Museum’s palaeontology archives including dinosaur editions of Monopoly Junior, Connect 4 and Guess Who? The Museum has also signed an array of considered collaboration deals drawing inspiration from its unique natural world archives (all with a focus on sustainability, which is core to the museum’s values), including: A recent announcement was that the Museum will partner with themed attraction design company, Katapult, in a landmark collaboration to create licensable experiences.

Homewares with Dunelm - bedding and curtains inspired by British wetland species.

Ohh Deer - humorous greeting cards, vibrant art prints and postcards inspired by the Museum’s dinosaur and nature imagery and reimagining it in a fresh, playful way to engage younger and/or more design-savvy audiences.

British fashion brand Palava - creating a capsule collection inspired by marine life with design cues from the Museum’s archive illustrations of ocean creatures.

30-piece arts & crafts collection with West Design Products drawing on the Museum’s archive imagery of British birds and underwater creatures and beetles from its specimen

brands to push creative boundaries while remaining true to their fiercely protected values and guidelines, resulting in some unexpected and standout products.

We’ve highlighted several examples of innovative museums and heritage brand collaborations across these pages.

With their combination of emotional Below: FILA in China used inspiration from V&A to lift athleisurewear via heritage design.

Above: Ohh Deer reimagined Natural History Museum’s imagery in a fresh and playful way to engage younger and design-savvy audiences.

collections to create paint-by-numbers wallhanging kits, embroidery sets, scrapbooks and sketchbooks.

Arena Flowers bouquet collection inspired by mineral/gemstone specimens and emphasising the shared sustainability values.

heritage, cross-generational relevance and endless creative inspiration, museum and heritage brands are uniquely built for the Newstalgia era, plus they are perfectly positioned to jump on the kidult, nostalgia and intergenerational consumerism trends. These categories don’t just licence products - they licence stories, emotions and cultural identity, and that is one of their superpowers.

Case study: Victoria & Albert Museum The V&A has a well-established brand licensing programme forged by the recently retired and awardwinning Lauren Sizeland who has left a fantastic legacy in her wake. Brand collaborations have included the following to name a few: British wall-covering manufacturer 1838 which worked with the V&A archive to develop wallpaper designs inspired by historical decorative patterns from the Museum’s holdings.

Sportswear brand FILA in China using motifs by designer-tile maker William De Morgan from the Victorian era to lift athleisurewear via heritage design.

Oliver Bonas - creating a jewellery line with the popular lifestyle retailer.

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Distinctive, evolving, inspirational The Royal Horticultural Society (RHS) is the UK’s leading gardening charity, helping people and plants to grow.

Find out more at rhs.org.uk/shop/licensed-products or contact us at licensing@rhs.org.uk or scan the QR code.

The Royal Horticultural Society. RHS Registered Charity No. 222879/SC038262

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IN FOCUS: RHS

A licensing programme that’s inspired – and inspirational Inset: The Somerset Toiletry Company RHS range debuted in Q2 2025.

The Royal Horticultural Society’s licensing campaign responds to, and builds on, the appeal of the UK’s gardening charity and its aim: to help people and plants to grow, in innovative ways.

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he RHS licensing programme naturally includes products specific to gardening, such as seed collections from Mr Fothergill’s Seeds, garden boots from The Original Muck Boot Company and a hand-crafted round water butt from Arthur Jack & Co. It also includes RHS-endorsed handmade British greenhouses from Hartley Botanic and Tildenet Gardenware’s Country Forge brand of handcrafted garden structures, hanging baskets and plant supports.

Gardens are not just about planting, though. The RHS offering extends into other areas, such as paving – and even garden-loving pets! For example, Ca’ Pietra is the RHS licensee for natural stone and porcelain paving suitable for external use, while the Pet Brands range of RHS-branded accessories for dogs and cats is called Pets in the Garden.

Another RHS objective is helping to enhance the lives of people, notably with products that encourage everyone to enjoy their surroundings.

These include the Bramblecrest RHS collection of outdoor furniture and the Roma Prams and RHS collection of baby prams and strollers, which even includes small versions for toddlers’ dolls.

Of course, nature itself inspires successful RHS products. Examples include fragrances referencing the natural world from The Somerset Toiletry Company, horticulturally inspired partyware from UK Greetings, artisan or craft items such as food, alcohol gifting and confectionery from Cottage Delight, and even

popular nature-themed RHS jigsaw puzzles and a card game from Gibsons Games.

Licensees can find further inspiration in the RHS’s design assets, notably the more than 30,000 superb botanical artworks in the RHS Lindley Collections, and its style guides; the most recent of these is based on the work of Gertrude Jekyll, one of the most famous garden designers and botanical artists who ever lived.

There has also been a strong sustainability element to RHS products long before the term went mainstream. Today, many use recycled or recyclable materials, are responsibly sourced and limit their carbon footprint.

This inspired – and inspirational – messaging and delivery are why the RHS licensing programme continues to attract licensees, and why it won three awards at the B&LLAs in 2025, including Best Licensed Heritage or Institution Brand.

What’s important now for the RHS, as for so many other heritage brands, is building on this success while ensuring partners are chosen who understand and support the brand’s aims.

As Cathy Snow, licensing manager, RHS, explains: “The RHS licensing programme supports the RHS vision of a world where gardening is embraced as a way of life. That is the true point of difference for the programme and one that also informs our choice of licensing collaborators.”

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2026 COLLECTION See it in print, online and at Spring Fair 2026:

Hall 3, 3L30-M31 museumsgalleries.co.uk

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Founded in 1985 by Caroline Humby Teck to boost the commercial potential of museum shops, Museums & Galleries Ltd (M&G) has grown from a supplier of highquality stationery products into a market leader in translating fine art and design into beautiful greeting card, gift and homeware ranges with real retail traction.

hen current owners Alan and Debbie Williams took over the company in 2013, they brought a fresh vision and a new strategic focus to production, resources and marketing, putting a fresh burst of wind in English Saxifrage adorns the M&G’s sails. The sixth umbrella. These products company rapidly join the fine bone-china mugs explored new licences and the glasses cases M&G and gift products, launched late last year in its new fuelling dramatic growth catalogue, available from late year on year.

January 2026.

Today, M&G stands For several years M&G has proud on its original produced gift packaging, tote mission and continues to bags, and gift and homewares push the envelope on items from Angela Harding, fresh new ideas and gift and the company is delighted and homewares products, to announce it has taken the with the original cards exclusive licence to publish and journals still growing Angela’s greeting card range, in high street appeal in the including Christmas cards and UK and abroad. her iconic die-cut cards and For spring 2026 M&G Advent calendars. All aims to keep you stylish ranges will be available from and dry with a new range January 2026, with the full of compact and collection on show at Spring lightweight branded Fair. folding umbrellas. The M&G is also launching a six designs in the launch giftware licence with Beatrix range include two from Potter’s Peter Rabbit, the V&A’s incomparable beginning with a small Art & Crafts collection of premium fine-art collections: Leicester cards and Christmas cards in Wallpaper by William January, with further launches Morris and Frog Tile by of gift products following William De Morgan – throughout 2026. Also both designs already debuting in January 2026 is a Above: M&G is launching its major customer curated card range featuring first Angela Harding greeting card range in January 2026. favourites. Beloved British the work of contemporary artist printmaker Angela Harding has a Henry Fraser, who paints solely with charming Puffins design; his mouth after becoming paralysed Hokusai’s The Great Wave from from the shoulders down. the British Museum is included in a specially In addition, all of M&G’s many collections designed repeat pattern; designer Matthew have been updated and refreshed with new Williamson’s glorious Peacock Ikat fights the designs. The company is looking forward to rain with his signature saturated colour; and a busy new year, and will be showing at all Emily Burningham’s serene and charmingly major British trade fairs.

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THE BIG INTERVIEW: VAN GOGH MUSEUM

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Framing the future

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With a sharpened strategy, a new global agent and a slate of high-profile collaborations, the Van Gogh Museum is entering its ‘Licensing 2.0’ era. Head of licensing Eva Derksen reveals how the museum is balancing global reach with authentic storytelling to connect Vincent’s legacy with (new) generations around the world.

e are at an exciting moment in the Van Gogh Museum’s licensing journey,” begins Eva Derksen.

“We can proudly look back on several successful years with meaningful and relevant partnerships that have allowed us to share our mission with audiences around the world, and now we are ready to take the next step. There will be more focus, more balance, more efficiency and an even stronger emphasis on conveying Van Gogh’s art and life story in an authentic and impactful way.”

To support this new phase, the museum will begin working with a new licensing agent, WildBrain CPLG, as of 1 January 2026.

“Having a single partner who will grow alongside us and represent our vision within this refreshed strategic focus is essential,” Eva states. “Our ambition is to work toward a leading position within the international licensing industry for Below: The museum’s cultural brands, while partnership with streetwear brand A significantly expanding Bathing Ape® is connecting with a young, stylethe museum’s identity conscious audience. and ensuring its visibility

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LICENSING MUSEUM & HERITAGE BOOK 2026

Left: Launched in March 2025, the LEGO® Art Vincent van Gogh Sunflowers set captures the artist’s iconic brushstrokes.

and awareness grow well beyond its walls.”

Global visibility is already high, with diverse, globally targeted partnerships keeping the museum’s licensing programme in the spotlight throughout 2025. One standout was the March retail launch of the LEGO® Art Vincent van Gogh Sunflowers set, a 2,615-piece brick-built painting that captures the iconic brushstrokes of Van Gogh’s masterpiece. “It’s so much more than a product,” says Eva. “We supported the launch with marketing activations that align with the storytelling behind the painting. There’s even a LEGO Art podcast episode where our senior curator and LEGO designer Stijn Oom give exclusive insights into Van Gogh’s life and work, to listen to as you build.”

The LEGO Group collaboration is just one example of the ways the museum is deepening its engagement with kidults and young adults, says Eva. “We are definitely trying to widen the scope of our partnerships to reach a younger audience. Our 2025 collaboration with [Japanese streetwear brand] A Bathing Ape®, for instance, has enabled us to connect more strongly with a young, creative audience.”

The A Bathing Ape® collection draws from Van Gogh’s masterpieces,

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THE BIG INTERVIEW: VAN GOGH MUSEUM

Left: Hachette’s new publishing range combines fun with education.

Below: Samsung has been a VGM licensing partner for several years.

including The Yellow House (1888), and also incorporates excerpts from his letters to his brother Theo, such as the quote: ‘We must still continue and try to do better’. “Those words illustrate how relevant Vincent still is, as an artist but also as an individual,” Eva asserts.

“His message – that it’s important to persevere, and to believe in yourself – resonates with young people today.”

The museum is embracing an even younger audience following the signing of a three-year deal with Hachette for children’s publishing.

Aimed at kids aged 7 and up, the first titles – Little Guides to Great Lives: Van Gogh; Make Art with Van Gogh: An Art Activity Book; and Find Vincent: A Spotting Book – landed in October 2025 under Hachette’s Laurence King imprint.

Eva comments: “These titles have given us the chance to intertwine fun with education. You can enjoy finding Vincent in the spotting book, for instance, but at the back of the book all the characters and elements in the pictures are explained, so you can go Below: Long-term partner Floral deeper into Vincent’s story.”

Street expanded its Existing partnerships are Van Gogh-inspired range in summer also being strengthened. “It’s 2025 with Sweet Almond Blossom important that we keep our Perfume Mist. current partners inspired, so they feel a part of what’s happening here at the museum,” says Eva. “Floral Street is a great example of this; it continues to develop new products, having started with Sunflower Pop in 2021, followed by Almond Blossom perfumes and home fragrances. This year it launched a Perfume Mist

version of Sweet Almond Blossom, which is available in Boots.”

Another example of how partnerships can evolve is Samsung. The licensing department has worked with the Samsung Art Store for several years, bringing Vincent’s art into people’s homes via its Smart TVs. In 2025, however, the museum launched its renewed audio tour on new Samsung devices, enriching the physical gallery experience for visitors.

The museum is also exploring new fields, having launched its first modest-fashion collaboration with Malaysian brand Ariani. Meanwhile, the loan of 76 artworks for a touring exhibition in collaboration with the VGM in Japan led to “a new way of licensing,” Eva says.

Above: Eva Derksen, “The organiser, Tokyo the museum’s head of licensing.

Shimbun, was also the licensee, and we worked with them to create merchandise for the exhibition shop. It was a fantastic opportunity to tell Vincent’s story outside of regular [retail] channels.”

As for 2026, Eva divulges that “a lot of seeds have been planted that are currently being watered.” True to the nature analogy, sustainability will be a focus, but the central priority will be onboarding WildBrain CPLG – something Eva and the team are excited about.

“WildBrain CPLG truly understands our values, our goals and the story we want to tell,” she concludes. “It will act as a remote colleague who is fully aligned with our mission and way of working. This approach fits seamlessly with CPLG’s style of collaboration, where partnership, shared ambition and deep brand understanding are central.”

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IN FOCUS: THE NATIONAL GALLERY

Beyond brushstrokes

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he National Gallery’s 200th anniversary in 2024 offered its licensing team an opportunity to refresh its approach and inspire partners to go beyond image reproduction. The resulting revitalised licensing strategy provides fresh ways for licensees to create distinctive products and experiences that resonate in today’s retail and cultural landscape, by drawing out the emotional, historical and sensory layers embedded in each artwork.

Skilled in-house photography, curatorial insight and scientific research provide a wealth of expertise. This knowledge drives creativity that’s commercially switched-on, empowering partners to build ideas that are culturally resonant, audience-focused and ready for the market. Gallery specialists reveal stories and techniques that often sit beneath the surface of its most recognised paintings, giving collaborators rich, ready-to-use inspiration.

These insights are further supported by thematic creative concepts designed to spark ideas across product categories, platforms and consumer touchpoints.

The theme anchoring this dynamic vision, ‘Picture This Moment’, captures the programme’s wider intent. The collection becomes a living source of narratives waiting to be rediscovered and reimagined, whether through physical products, digital activations

As it forges ahead into its third century, the National Gallery is stepping into a bold new era of licensing, shaped by storytelling, deeper collaboration and expanded creative possibilities.

or experiential campaigns. This approach encourages co-creation, prompting partners to bring their own creative languages to the Gallery’s centuries-spanning stories.

Recent partnerships show the breadth of this potential. Bimba Y Lola transformed paintings into bold fashion statements in a 2025 collection inspired by the work of Georges Seurat; the Gallery’s Modern and Contemporary Art Partner, LG, launched LG Gallery+, a new visual curation service that enriches living spaces with art and imagery tailored to each user’s style and mood; and M&S wove 17th-century botanical artworks into the modern decadence trend in a striking 2025 homewares range.

This momentum aligns with significant institutional developments. 2025 saw the expansion of the Gallery’s Locatelli’s restaurant and the opening of the Supporters’ House, signalling a deepening commitment to hospitality, engagement and partnership. The next 10 years will see the Gallery unveil a new wing, an expanded collection and a refreshed public realm – the most ambitious transformation in the Gallery’s history.

As an open, curious and collaborative creative partner, the National Gallery invites brands and innovators to explore its collection as a living, evolving source of ideas, and to help shape its next chapter.

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A NEW GOLDEN ERA OF AN ICONIC GLOBAL BRAND

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IN FOCUS: PAN AM

Pan Am’s new golden era

Below: Silent Pool Distillers is among the current line-up of licensees for Pan Am.

Pan American World Airways – known simply as Pan Am – was founded in 1927 and became the flagship of US international aviation. At its peak in the late 1960s, it flew to over 86 countries and became synonymous with elegance, innovation and the romance of long-haul travel.

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oday, under new leadership, Pan Am is writing its next chapter – not as a memory of aviation’s golden age, but as a growing global ecosystem of travel and lifestyle experiences designed for the modern connoisseur. The brand’s positioning is clear: premium without pretence, heritage with purpose and elegance within reach. Pan Am speaks to cultural travellers who collect moments, savour details and understand that how we journey matters as much as where we go.

In 2025, Pan Am returned to the skies. The occasion marked the launch of Pan Am Journeys, an exclusive collection of private jet experiences. The inaugural journey saw a Boeing 757 with 50 lie-flat business class seats and crew in vintage-style uniforms retrace historic transatlantic routes from New York to Bermuda, Lisbon, Marseille, London and Foynes. The experience invited passengers to reconnect with the golden age of travel, and was a resounding success. Several journeys are planned to celebrate Pan Am’s centenary in 2027.

Alongside aviation experiences, the Pan Am ecosystem is expanding across multiple divisions. The Pan Am Hotel opens in Los Angeles in December 2026, offering an immersive return to mid-century glamour. The Pan Am Experience, a fine-dining programme set within a meticulously restored 747 cabin, is set to once again capture global attention when it reopens in mid–late 2026.

Pan Am Travel delivers full-service travel planning, VIP management and group experiences. Further developments, including

airport lounges, lifestyle concepts and a wider return to the skies, are actively being explored.

Pink Key Licensing has served as Pan Am’s European licensing agency partner since 2017, building a successful programme that honours the style and sophistication of this iconic brand. Highlights include gin and vodka crafted by Surrey-based Silent Pool Distillers, limited edition timepieces from D1 Milano and Stockholm’s Nezumi Studios, and beautifully converted airline trolley drinks cabinets from Bordbar Design. The European portfolio also features model aircraft from Herpa Miniaturmodelle, giftware from Nostalgic-Art, posters and cards from Stick No Bills, apparel from Brand Design distributed through retailers including Bershka, and limited edition travel accessories created in collaboration with renowned British designer Anya Hindmarch.

Pink Key is now seeking new partners across Europe for product collaborations and live experiences inspired by these successes and the brand’s expanding US business.

With Pan Am’s centenary approaching and its resurgence in the luxury travel arena, there has never been a more compelling moment to align with a brand that carries a singular history and an extraordinary future.

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INDUSTRY ROUNDTABLE

Licensing Museum & Heritage Book chats to five senior executives – Declan McCarthy, head of publishing and licensing, Ashmolean Museum; Cathy Snow, licensing manager, RHS; Becky Stanford, head of brand licensing, National Trust; Tina Warner, image, media and brand licensing manager, Royal Museums Greenwich; and Alice Molyneux, head of licensing and brand partnerships, Liberty – about the year just gone, plans for 2026, the importance of innovation, the retail landscape and hot tips for the 12 months ahead.

Brand champions DECLAN MCCARTHY

CATHY SNOW

BECKY STANFORD

How was 2025 for your business?

Declan: “The first half of 2025 was quite tricky – lots of positive meetings and new leads, but a couple of bigger deals slightly delayed. The second half certainly rallied and we saw the global drop of the Ashmolean x Hugo Boss apparel range. We hope this helps to highlight the Ashmolean to a more global network of opportunities going forward.

We were also particularly proud of the Ashmolean x Bramwell Brown clocks featuring Japanese woodblock prints from the collection. These are beautiful UK made pieces and certainly a statement item in any home.”

Cathy: “2025 was a cracking year for RHS licensing. Our gardening licensees in particular had a good start to the year, buoyed by nice spring weather and a good early

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TINA WARNER

ALICE MOLYNEUX

gardening season. In this and other categories several established licensees launched product, and we saw our best Q1 and Q2 results for several years. And, of course, we were delighted with the wins at the B&LLAs. All of this reinforced our conviction that we have the right approach for this fabulous brand, allowing us to continue the steady growth of the licensing programme.”

Becky: “Overall 2025 was a positive year for our licensing programme with the introduction of several new collaborations, along with exciting new product ranges from existing partners coming to market across our core categories. The retail landscape Top: Royal Museums Greenwich is at the start of its licensing journey with collaborations already launched with Arthur Beale and Love & Roses.

Left: The Ashmolean Museum is looking to build on the success of its Hugo Boss collaboration.

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INDUSTRY ROUNDTABLE

continues to be challenging though, Right: National Trust’s so we have had to find innovative collaboration with ways to support our licensees during Craghoppers has the year.” received awards from both the Tina: “2025 has been a building year licensing and cultural heritage and getting our name out there as a sectors. museum to partner with. Our incredible history, we celebrated the 350th anniversary of the first stones being laid at the Royal Observatory. We continued to share the diverse messages for our sites – the National Maritime Museum and the Royal Observatory Greenwich stand out as focal points, with their connections to navigation, astronomy and technology. The Queen’s House home of the famed Armada Portrait of Queen Elizabeth I and the much-photographed Tulip Staircase. Our curated archive and tours behind the scenes for licensees build inspiration, wonder and awe as well as public exhibits contain significantly important cultural artifacts and stories. Bringing that into order with focus has been a key task during the year.”

Alice: “2025 marked Liberty’s 150th year anniversary since it was founded by Arthur Lasenby Liberty. It was a year the brand embraced and celebrated culture, design and artistry at its finest.”

What were some of the key highlights?

Cathy: “Three of the proudest moments of my licensing career happened in quick succession Jack Hendy, our licensing development executive, winning The Rising Star award at the B&LLAs, then senior licensing development executive, Kevin Smith going up on the stage with West Design for their award, then the team as a whole receiving the Best Licensed Heritage or Institution Brand award. Triple winners! We also saw some really great new product launches, which we’d been working on for a while, including Burgon & Ball new Gifts for Gardeners, Cottage Delight (food gifting), additional West Designs (arts and crafts) product and Bramblecrest garden furniture to name only a few.”

Becky: “We’re delighted to have received awards from both the licensing and cultural heritage sectors for our collaboration with leading outdoor adventure brand, Craghoppers,

which launched just over a year ago. This is such a special relationship for the Trust as it enables us to showcase the breadth of places we look after as a conservation charity through their fantastic marketing campaigns, while also giving back to help our important nature work in the northwest.

Our collection launch with Habitat and Sanderson was another brilliant highlight, which saw our co-branded range of tableware and kitchen textiles released across Sainsbury’s stores, Habitat and Argos online, all brought to life with beautiful photography captured at Upton House. The PR and social pick-up in particular were amazing.”

Tina: “We launched an incredible polar-themed outerwear range with nautical premium brand Arthur Beale, a unique collaboration with the National Maritime Museum that reflects the tradition, style and functionality of the clothing worn by intrepid individuals and explorers.

October exploded with a debut stellar collection of evening wear and casualwear with Love & Roses in NEXT inspired by the Royal Observatory Greenwich, the night sky and the mysteries of astronomy. We proudly hosted a cohort group for Informa Markets as part of their Licensing for Retail programme, as well as hosting a stand at Brand Licensing Europe.”

Alice: “We started the year with a global collaboration with adidas originals which featured both womenswear and kidswear and covered footwear, apparel and accessories. More momentum was built working with partners such as Meri Meri (partywear) and Wolf 1838 (jewellery/watch accessories) which both have a strong presence in the US. We partnered with the Japanese maker Casio Vintage towards the end

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of the year, with an initial UK release and a wider global launch planned in 2026. In the tech world, we joined Samsung’s Artstore which encompassed PR activations in their Kings Cross store. We released a celebratory coin with the Royal Mint. Finally, we worked with our partner Thames & Hudson on a brilliant publication Liberty: Design, Pattern, Colour written by the talented Kassia St Clair, which has since been published in Japanese, French and Chinese, alongside a further book with Trolley called I am.

We are. Liberty which coincided with Liberty’s exhibition at the department store, which also took place at the British Expo in Japan.”

Above: Liberty’s global collaboration with adidas Originals covered footwear, apparel and accessories.

What will be your key priorities for 2026?

Alice: “Building on the positive momentum of our anniversary in 2025. Our brilliant team including Liz Yiend and Emma Vi put building blocks in place to grow our licensing and partnership programme for the future. We want to continue to expand in international markets, seek world class partners and create products that elevate everyday designs.”

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LICENSING MUSEUM & HERITAGE BOOK 2026

Declan: “We want to build on the success on the Hugo Boss range and look to international markets for further reach.”

Cathy: “Two important aims are to expand the number of products offered by our existing licensees, and to identify any gaps and target those areas for new business. We have a number of new licensees, some we have yet to announce, whose product will launch in 2026.

We’re looking at how to support these via our own spaces (RHS Flower Shows and RHS Gardens). We’re also looking at new ways we can connect with retailers and brands to expand our reach.”

Tina: “Continuing momentum built in 2025, telling the story of Time, Space and Navigation as it was the 350th anniversary of the Royal Observatory Greenwich. These led to the understanding of navigation, the meridian and home of time as we know it today. Then we also have a focus on Ocean Court at the National Maritime Museum which was the launch of a new gallery space educating visitors and a wider audience to the importance of ocean conservation and the sea life that inhabits it. All are perfect for authentic storytelling and delivering very powerful, relevant messages.”

Are there any categories which are really standing out for success for museum & heritagebased product?

Declan: “For us, certainly apparel has been big for a few years, but homeware, giftware and tableware all have solid ties for the museum and heritage market.”

Alice: “Footwear is a really dynamic market that has some of the most innovative and exciting collaborations. There is always something new.

I’m looking forward to seeing what happens in this space as it is a route to market that can reach such a wide audience and that is part of everyday culture.”

How do you see the retail landscape for museum & heritage licensed products in 2026?

Becky: “Heritage brands can offer retailers an interesting point of difference from their other

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products, particularly for the Trust as a conservation charity, so I hope to see support for our ranges continue into 2026.”

Alice: “It’s significantly advanced from five years ago. Previously museum licensing was heavily in categories such as stationery, greeting cards, confectionary which are all brilliant hard performing areas, but it is also great to see how the world has expanded to encompass so many other categories. Not only that it is some of the leading collaborations in areas such as home, apparel, accessories and tech.”

Declan: “The retail market is still a bit shaky, so I think we need to think about experiential offers, but also be prepared to be flexible in terms of shorter term deals and one-off collaborations, which should help all parties involved.”

What are some of the key challenges brand owners such as yourself will face in 2026?

Becky: “I imagine we’re all feeling the challenge across the categories we work in where the external landscape is tough, consumer spending behaviours are changing and retailers are increasingly conservative in terms of how much newness they introduce each season.”

Tina: “Consolidation affects all licensing and over time we have seen and continue to see the market face further challenges as fewer licensors exist with brands being absorbed into huge, well-oiled machines. We cannot compete with that, so we must look differently at new and exciting places to engage with our audiences.

Ideas such as location-based experiences fit well into the Museum offer because effectively, that's what we already offer - so an easy transition for audiences and consumers to make.”

extraordinary to see how fast the landscape is changing, so we need to move swiftly to keep up.”

Becky: “I believe it’s really important – there is a misconception that heritage licensing can be formulaic and traditional at heart, but I love seeing how licensees can take inspiration and playfully interpret this into product.”

Alice: “It is very important. You often see the best innovation when two brands collaborate and bring their own expertise to the product design. It might be the partner creates exceptional quality and functionality and our team can bring the expertise of its design and print studio.”

Finally, what’s your hot tip for 2026?

Tina: “The best-in-class museums and heritage licensing will be where authentic storytelling and genuine sustainability are inseparable.”

Alice: “Listen and watch the wider market but cut out the noise that is not relevant to your own brand and strategy. It is a time to stay focused and push for the best rather than the many.”

Becky: “Be bold and embrace every chance to test and learn – if you don’t try, you’ll never know.”

Cathy: “For us as least it’s a matter of always trying new things, speaking to different people and opening new doors. It’s a matter of remaining open to new ideas while also being true to the aims and ideals of the RHS – which have a wide and growing appeal.”

Declan: “I think we will see the rise of more experiential retail, which will be exciting to see how that plays out.”

How important is innovation when it comes to licensed product for museum & heritage brands?

Declan: “I think it is hugely important – the market is looking for more personalised and experiential offers. We are always Right: New product launches looking beyond the statement for the RHS came licensing agreement to create from a vast array of licensees including unique offers. It is quite Burgon & Ball.

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IN FOCUS: THE MET

A trove of inspiration From medieval-inspired streetwear to toys that spark early learning, The Met’s licensing partnerships are transforming its collection into experiences beyond the Museum walls, allowing global audiences to connect with 5,000 years of art.

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his December, The Met introduced its 13th collection in collaboration with PacSun. It was inspired by the art and architecture of The Met Cloisters, the Museum’s branch dedicated to the art and architecture of medieval Europe, home to approximately 2,000 works of art, a rich selection of objects and architectural elements Inset: The Met x PacSun’s from the medieval West largely latest collaboration was dating from the 12th through to the inspired by The Met Cloisters’ medieval art 15th century. The collaboration collections. came to life in a brand-new way this season with editorials showcasing the expansive programme into Latin America and throughout line photographed on site at The Met Cloisters.

Asia-Pacific. The dynamic programme is This engaging lifestyle imagery juxtaposes works supported by a network of in-market experts, in The Met collection with art-inspired apparel with the US, EMEA, LATAM and Japan and accessories as never before. programme managed by Beanstalk; Greater At the Nuremberg Toy Fair in January 2026, China, Southeast Asia and South Korea under The Met and Hape will unveil their highly the direction of Pacific Licensing Studio; India anticipated collection of early developmental managed by License Works; and Australia and toys designed to inspire early childhood learning.

New Zealand managed by WP Brands.

Driven by a shared commitment to excellence, “Our mission is to extend the reach of The Met creativity and innovation, the collaboration will collection to a wider audience than just the celebrate beloved works of art through highmuseum visitor,” says Josh Romm, head of quality educational toys. The collection will global licensing and partnerships at The Met. include puzzles, learning toys and other “As we expand into new markets and developmental toys that integrate distinctive categories, we seek to share the Museum’s elements of The Met collection – which spans collection with as many audiences as possible, more than 1.5 million works of art from around offering an invitation to be immersed in and the globe – to create immersive play experiences inspired by 5,000 years of art through products that foster developmental and artistic growth in that educate, inspire creativity and spark young children. conversations. Collaborating with our agents The Met programme includes over 75 active allows us to tailor strategies to regional trends, licensees in the US, Europe, China, Japan and the and develop a meaningful dialogue with Middle East, with plans to expand the consumers at home and abroad.”

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INSPIRING DESIGN Historic Royal Palaces’ award-winning licensing programme has much to offer our current and new licensing partners.

For licensing opportunities, please contact: licensing@hrp.org.uk

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IN FOCUS: HISTORIC ROYAL PALACES

Historic Royal Palaces (HRP), the independent charity entrusted to look after six of the most iconic palaces in the world, continues to set the standard for heritage-inspired design.

Welcome to the Royal Court Inset: GP & J Baker’s Royal Park wall panel is inspired by the historic tapestries and gardens of Hampton Court Palace.

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rom the Tower of London, Hampton Court Palace and Banqueting House to Kensington Palace, Kew Palace and Hillsborough Castle and Gardens, Historic Royal Palaces (HRP) safeguards 1,000 years of history – spanning the Medieval, Tudor, Baroque, Jacobean, Georgian and Victorian periods – for everyone to enjoy now and in the future.

Central to this mission is HRP’s award-winning licensing programme, which partners with brands that share its values of craftsmanship, authenticity and storytelling. Through these collaborations, HRP offers licensees curated assets, access to expert historians and curators, bespoke photo shoots and launch opportunities within its palatial settings, supported by integrated PR and marketing campaigns.

Highlights of the past year include the launch of an enchanting childrenswear collection with Pepa London, the opulent Palaces Collection of sockets and switches in solid brass, nickel, silver and gold with The Soho Lighting Company, and the Royal Court Furnishing Fabrics and Wallpapers collection with GP & J Baker.

HRP also celebrated industry recognition at the B&LLAs 2025, winning Best Licensed Health & Beauty Product for Percy & Reed’s Royal Blossom hair and body care range. The Soho Lighting Company also secured accolades, winning Best Accessories Collaboration at the House & Garden Awards and Best Switches at the Livingetc Style

Awards. Building on this success, Soho Lighting’s Acanthus Collection, a sophisticated range of interior lighting inspired by HRP’s royal residences, debuted at Decorex and will continue to roll out throughout the year ahead.

Looking to SS26, HRP promises a series of launches that fuse heritage with contemporary design. New licensing partnerships across bedlinen, cushions and throws draw inspiration from the Royal Ceremonial Dress Collection, intricate palace ironwork and grand architectural details, including ornate ceiling designs. Also set to launch is a high-end jewellery collection inspired by each of the six royal palaces. Further new partnerships include handbags and puzzles featuring HRP’s distinctive Palace Stories artwork, a tapestry of motifs celebrating the rich narratives woven through each of the historic sites.

The HRP Style Guide, already a cornerstone for new product and packaging design, continues to empower HRP partners across categories from fashion accessories to home fragrance. With more new licensing partnerships on the horizon, HRP Licensing is looking forward to an exciting year ahead of innovation and growth.

For brands seeking to celebrate heritage, artistry and timeless design, HRP offers a unique opportunity to join a licensing programme that brings history to life. Interested partners are invited to contact the team at Licensing@hrp.org.uk.

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THE BIG INTERVIEW: JOHN LEWIS & SANDERSON

A synergy of style Inset: Heritage stripes and large-scale florals underpin the John Lewis x Sanderson collaboration.

Spanning more than 200 pieces across furniture, bedding, textiles, lighting, tableware and gifts, the John Lewis x Sanderson collection was one of the standout licensed interiors collaborations of 2025. Licensing Museum & Heritage Book takes a closer look at the creative partnership that brought together two British design icons to breathe new life into timeless patterns for today’s homes.

immersed in the Sanderson archive – an extraordinary resource housing thousands of fabrics, wallpapers, logbooks and printing aunched in March 2025 – and blocks dating back to the 19th century. “It expanded for AW25 – John Lewis’s spans countless movements, eras and artistic Sanderson range is its largest licensed styles, offering brands a rich playground of collection to date, as well as Sanderson’s firstinspiration and design reference, whether ever high street homewares partnership. they seek quintessential English style, bold Celebrating florals, stripes and other enduring mid-century flair, or something entirely motifs of English design, the collection brings unexpected,” Gabrielle shares. “Our designers contemporary energy to archival classics, and archivists played a pivotal role, selecting honouring the shared history of two brands prints with depth, provenance and strong that have shaped British interiors since the emotional resonance, and partnering with 19th century.

John Lewis to interpret them for “There is a natural alignment between contemporary lifestyles.”

Sanderson and John Lewis,” says Gabrielle Emma Stanley Brown, textiles buying Sims, director of partnerships and licensing at manager at John Lewis, describes the process Sanderson Design Group. “Both brands share as “a true labour of love”, recalling how the that rare combination of being heritage-rich teams “uncovered lost gems and deeply trusted by British Below: Reinventing Regency style for – iconic designs that haven’t households. Sanderson has proudly modern interiors, the Etheridge Accent Chair is available in a bold Pinetum Stripe held a Royal Warrant since 1924. fabric.

These are brands people have grown Right: The collection’s striking Pamir Garden print was based on a 1970s up with, carrying a sense of warmth document in the Sanderson archive. and familiarity that few can match.”

From the outset, the partnership was a synergistic one, says Gabrielle.

“From our earliest conversations, it was clear that John Lewis understood not only our visual identity, but also the emotional warmth, history and storytelling that define our brand, and our mission to bring beauty into people’s homes.”

Together, the John Lewis and Sanderson teams spent hours

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THE BIG INTERVIEW: JOHN LEWIS & SANDERSON

Among the archival gems that captured the been seen in the core range for years. These imagination of both teams was a 1970s were then meticulously redrawn and document titled Animal Kingdom. This has repainted by Sanderson’s designers, ensuring been reimagined as Pamir Garden, an exotic, they retained their original soul while feeling fantastical print featuring stylised trees, floral vibrant and relevant for today.” sprigs, tigers and antelopes, which has The immersive archive process helped brought a sense of escapism and global foster a highly collaborative partnership, with influence to cushions, curtains, headboards both teams united by common values and a and accessories. cohesive design Stripes play an equally important role, language. “Both appearing at bold scales and in unexpected brands are places. Scalloped-edge lampshades, quilted anchored in a throws and upholstered furniture with shared heritage valances tap into current trends for boutiqueof British textile hotel elegance and relaxed maximalism. The design, which Etheridge Pinetum Stripe Accent Chair, with made the its frilled base, neatly encapsulates the partnership feel collection’s spirit: classic yet playful, familiar like a truly natural yet fresh. fit,” Emma adds.

In-store execution has been key to the “Our customers collection’s impact. Shop-in-shop are looking for installations and striking quality and window displays have authenticity – pieces that tell helped tell a cohesive story a story and bring a sense of across categories, comfort and history into the reinforcing the home. We believe this collaboration and driving collection resonates so strong commercial results. strongly right now because it But beyond sales, the celebrates nostalgia while partnership speaks to a feeling perfectly suited to deeper shared philosophy. modern living.”

Underpinning everything is The collection revels in Top: The eclectic collection “brings Sanderson’s a belief that heritage should pattern in all its forms, from heritage into a contemporary context,” says the be lived with, not locked away. classic stripes and bold florals company’s Gabrielle Sims.

Above: The Newnham Courtney Accent Chair “This partnership has enabled to animal and fruit motifs, sold out within weeks of release. us to create a timeless, alongside playful shifts in eclectic collection that brings Sanderson’s scale. These are paired with contemporary heritage into a contemporary context,” silhouettes that translate archival prints into Gabrielle reflects. “It’s about creating the must-have pieces for today’s homes. The next generation of cherished keepsakes – Newnham Courtney chair, for example, pieces designed to be loved, lived with and combines a large-scale floral adapted from a passed down.”

19th-century wallpaper with a clean, “The most enjoyable aspect has been the modernist shape, creating a fresh and timeless sheer synergy between our two brands,” statement that sold out within weeks of concludes Emma. “The Sanderson team were launch. Cushions, too, have proved popular. incredibly adventurous; they embraced our “For each launch, we curate a collection of vision and were entirely open when we eight designs that form a beautiful, bold and pushed the boundaries of colour and scale. It’s eclectic mix,” Emma explains. “They’re the rare to find a partner so willing to innovate perfect easy update for anyone looking to while remaining true to its roots.” experiment with pattern at home.”

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BUG HOTEL With four bug finger puppets!

Made in collaboration with the RSpB

The Bug Hotel is a charming hideaway puppet set that brings the world of bugs to life, ideal for imaginative play.

Designed in collaboration with leading conservation charity RSPB, ensuring wildlife accuracy and the most sustainable approach - made from over 90% recycled materials. £1.00 of every purchase is donated to the RSPB to help support its vital conservation work.

W: www.trade.thepuppetcompany.com T: +44(0)1462446040 E: info@thepuppetcompany.com

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IN FOCUS: THE PUPPET COMPANY

Buzzing with creativity With deep roots in education, a growing portfolio of high-profile heritage partnerships and a commitment to sustainability, quality and accessibility, family-run business The Puppet Company continues to prove itself a natural fit for cultural brands.

Right: The company donates £1 from every sale of its RSPB Bug Hotel to the wildlife conservation charity.

interactive playset designed to encourage curiosity about the natural world. Children can hide and find a host of small creatures within ounded by two former teachers, The the fabric play environment, making it as Puppet Company has education in its enchanting as it is educational. As a lifelong DNA. That heritage remains central to its supporter of the RSPB, The Puppet Company appeal for museums and cultural organisations, donates £1 from every Bug Hotel sold to which often look for products that combine support the charity’s vital conservation work, storytelling, learning and engagement. At the reinforcing its commitment to giving back. same time, the company brings speed, flexibility Beyond licensed ranges, bespoke and creativity to every collaboration. With longdevelopment is another key strength. Alongside standing manufacturing relationships and a its sister brand Wilberry Toys, The Puppet specialist in-house team experienced in Company offers more than 800 puppets and translating animals and imaginative concepts soft toys, while also working closely with into fully functioning puppets and plush, projects partners to bring specific visions to life. From can be turned around quickly and efficiently, museums and attractions to charities and with quality and safety testing always front of educational organisations, the team is known for mind. its collaborative approach and ability to balance Recent partnerships highlight the breadth of creativity with commercial insight.

The Puppet Company’s museum and heritage The Puppet Company will be celebrating its credentials. A standout collaboration with the 25th anniversary in 2026, a year that promises Natural History Museum has resulted in a new to be one of its biggest to date. Extensions to range of Dinosaur plush, developed to be both existing heritage partnerships are in the scientifically accurate and irresistibly tactile. The pipeline, alongside two new palaeontologist-approved prehistoric Below: The Puppet collaborations set to be Company’s Dinosaurs, characters offer children a playful gateway produced in partnership announced soon, as well as a with the Natural History into learning, aligning perfectly with the packed schedule of new product Museum, are educational Museum’s educational mission while as well as fun. launches. delivering strong retail appeal.

As the licensing industry Equally impactful is the continues to value purposecompany’s partnership with driven products with strong conservation charity the RSPB. educational narratives, The The Bug Hotel, the latest Puppet Company’s blend of addition to the popular Hideexperience, creativity and heart Away Puppets collection that positions it as a trusted and also includes the much-loved inspiring partner for museum and Treehouse and Rabbit in a heritage brands.

Lettuce toys, is a highly

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Explore and discover the limitless creative potential of The Royal Pavilion.

Dive into the fabulously extravagant, colourful, and exotic Regency designs, crafted for a King.

Be inspired by the splendour and opulence of this sumptuous party palace by the sea.

Contact: gwyneth.campling@rpmt.org.uk anne.buky@rpmt.org.uk

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IN FOCUS: ROYAL PAVILION BRIGHTON

The Royal Pavilion at Brighton is one of the country’s most recognisable historic buildings, and its archive provides a reliable source of material for brands looking to translate historically grounded designs from a unique and world-class heritage site into compelling modern products.

The home of Regency style

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ince its launch in 2024, the Royal Pavilion at Brighton’s licensing programme has continued to build interest across categories including stationery and home décor. Its archive of wallpapers, textiles and decorative motifs offers a clear and well-defined design resource, which has supported a steady expansion of partnerships over the past year.

The most recent signing in the stationery category is Lagom Design, which will produce a greeting card range drawing on the Pavilion’s design heritage. The collection uses patterns and decorative elements found within the building, presented in a contemporary format suited to today’s retail market and reflecting ongoing demand for design-led stationery with a clear narrative.

In home décor, two licensees are developing products that build on historic material while offering practical applications for modern interiors.

Allyson McDermott Collections, specialists in historic wallcoverings, has created a range of wallpapers and decorative panels based on the designs in Queen Victoria’s Pavilion bedroom. The collection provides an accurate and accessible interpretation of the originals and is aimed at both heritage and design audiences.

FLOOR_STORY, designer and manufacturer of beautiful, high-end rugs, will be developing a rug inspired by the rich decoration of The Royal Pavilion in four beautiful colourways, to be sold online and through retail.

Inset: The Royal Pavilion at Brighton is an icon of Regency architecture.

These partnerships come at a point when Regency design continues to attract interest, supported by broader cultural visibility and renewed engagement with historic interiors.

For licensees, the Pavilion’s archive offers clearly identifiable imagery that can be translated effectively into contemporary product ranges, supported by curatorial insight and historical accuracy.

Beyond licensing activity, the Pavilion has also recently celebrated the 250th anniversary of the birth of Jane Austen (who set part of Pride and Prejudice in Brighton), marking the occasion with Regency-themed programming over the Christmas period.

Meanwhile, preparations are underway for the Pavilion’s major ‘Dragons’ exhibition, opening in spring 2026, which will explore the role of dragons in its interiors, and in doing so will add fresh content and assets to the Pavilion’s licensing offer.

As the programme steadily establishes itself, the Pavilion’s licensing team continue to develop and refresh its assets to fulfil more opportunities in the homewares, fashion, lifestyle and stationery categories. Each commercial collaboration is supported with content, curatorial and contextual guidance so that products align with the building’s history while meeting the needs of contemporary markets.

Contact gwyneth.campling@rpmt.org.uk or anne.buky@rpmt.org.uk / brightonmuseums.org.uk.

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Be moved.

Be inspired.

Be transformed.

Contact us to find our more: licensing@iwm.org.uk IWM London • IWM North • IWM Duxford • Churchill War Rooms • HMS Belfast 42_LSB Museums & Heritage 2026.indd 1

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IN FOCUS: IMPERIAL WAR MUSEUMS

Telling stories that matter The Imperial War Museums was founded in 1917 during the First World War with a mission to preserve and tell the stories of those in the UK and throughout the Commonwealth during times of conflict. It continues this mission to the present day, drawing on more Above: The IMW enjoys a long-standing than 100 years of experience. partnership with The Royal Mint for

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commemorative coins marking major First and Second World War anniversaries.

WM now encompasses a family of Right: The Spitfire N3200 pen by Retro 51 is an homage to the legendary WW2 plane. five museums and heritage sites: Below: AVI-8’s IMW watch collection is inspired by classic aircraft. the original IWM London on Lambeth Road; Churchill War Rooms, IMW’s licensing the underground nerve centre from which Churchill programme has oversaw operations during the Second World War; been running for IWM Duxford, the airfield in Cambridgeshire which over 15 years and played a vital role in the Second World War; HMS continues to go Belfast, permanently moored near Tower Bridge; from strength to strength. The programme is and IWM North in Salford Quays, Manchester. As extremely varied, ranging from models and well as permanent displays, the museums offer a collectables to commemorative coins, academic dynamic programme of temporary exhibitions, resources, puzzles, stationery, and computer events and educational activities. games. Licensing partners can explore the vast “While the museums deal with the topic of collections and work closely with the museums’ conflict, they are social history museums at their curators to shape and review projects. The core, so they showcase objects that tell the deeply collections provide a wealth of inspiration and human story of war and how we can build a more include some 27,000 collections of documents, thoughtful and reflective future,” says Will Smith, 25,000 hours of film, 150,000 objects, 35,000 brand licensing manager. “Each object has a story, sound recordings, 11 million photographs and – a often a fascinating one – from the long service surprise to many – over 16,000 works of fine art, history of HMS Belfast, including its contribution comprising one of the most significant to D-Day, to our N3200 Spitfire, based at Duxford, collections of British art anywhere. which was recovered from the sands in France In addition to the extensive resources and restored more than 45 years after being shot available to licensing partners, IWM offers extra down during Operation Dynamo, to some of our benefits such as photoshoots, launch events at most famous and most requested artworks. These the museums, filming with curators and include the exceptional Gassed by John Singer YouTube sponsorship, to help make product Sargent, which launches a success. depicts the “As an organisation we value authenticity, and harrowing that is what many of our partners come to us aftermath of a for,” Will explains. “As one of Britain’s most mustard gas respected voices on conflict, our collections are attack on the a treasure trove of authentic artifacts that can Western Front help bring any project to life.” during the First To find out more, contact licensing@iwm.org.uk.

World War”.

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IN FOCUS: RSPB

Protecting nature for over 130 years The RSPB is the UK’s largest nature conservation charity. Its purpose is to advance the conservation of birds, other wildlife and the natural world by protecting and restoring habitats and landscapes, saving species and connecting people to nature for public benefit.

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riven by science and evidence, the RSPB’s world-leading research allows it to take a ‘bird’s eye view’ of the overarching problems facing nature and the planet, and to identify solutions that make a real difference.

The charity is supported by 1.2 million members, 2,000 employees and 12,000 volunteers who spend over 1 million hours acting for nature every year. More than 130 local groups connect people and progress conservation projects, while 200+ nature reserves – covering the equivalent of 300,000 football fields – provide protection for over 18,000 species.

The RSPB’s mission is to connect people who love birds and other wildlife and want to take action to restore the health and diversity of the natural world. This connection is driven through exceptional communication, including over 1 million social media followers, an RSPB magazine reaching 900,000 readers quarterly, the Notes on Nature email read by 1.2 million subscribers fortnightly, and the RSPB website with over 7.5 million annual visits, alongside extensive national media coverage.

This audience engagement is supported by a wide-ranging consumer product programme, which spans bird food, feeders and wildlife care products (developed with specialist suppliers

Left: Viking Optical’s RSPB Skylark 8x42 binoculars are a Which?

Best Buy. Below: Bird of the Week, published by Bloomsbury, is based on the RSPB’s TikTok channel.

and tested by the RSPB’s product development and science teams), its own optics range, and traditional categories such as calendars, greeting cards, stationery and gifts.

2025 saw success for several RSPB partners, including Viking Optical, whose RSPB Skylark 8x42 binoculars won Which? Best Buy and Great Value awards, and Bloomsbury Publishing, which reached number two in the Amazon children’s book chart with Bird of the Week, inspired by the charity’s awardwinning TikTok channel.

The year also saw a renewed focus on licensing, with the appointment of experienced industry executive Rupert Waters as licensing manager.

A strategic, category-led approach is now guiding licensing expansion, supported by dedicated creative and product development resources that deepen RSPB storytelling across product ranges, enhancing engagement with its audiences and strengthening their connection to nature.

2026 is shaping up to be an exciting year, with the RSPB’s Trade team launching the new, accessibly priced RSPB Hungry Birds Wild Bird Food range (developed in partnership with Harvest) in 79 Robert Dyas stores by the end of January, and further collaborations in both the bird feeder and bird feeding categories to be announced.

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LICENSEE FEEDBACK

Buy-product Frances Bodiam, md, Flame Tree “We loved working with museums and the heritage sector last year, creating beautiful calendars that bring their collections to life.

Our ongoing Audubon Birds calendar showcases new illustrations from the Fitzwilliam Museum each year, while our first Polar Museum calendar for 2026 celebrates the incredible photography and history of the Scott Polar Research Institute. We are proud to join in on the responsibility of sharing our culture, history and scientific discovery through publishing products that people can enjoy all year round, and we’re excited to continue these partnerships and explore new collections in 2026.”

Above: Frances Bodiam.

Below: Flame Tree has created calendars for The Fitzwilliam Museum and The Polar Museum.

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A selection of licensees share their best sellers in the museum and heritage space, the new launches coming up and what they are most looking forward to in 2026.

Dan Grant, licensing director, Danilo “2025 was another positive year for our RHS licensing programme, with our Square Wall Calendars alongside our Slim and A5 Diaries continuing to lead the range. We’re also proud of the mini calendar we Above: Dan Grant. introduced, Crops in Pots, Below: Danilo is looking forward to as it is a space-saving continuing to celebrate the richness of the RHS archives through its option for smaller homes designs. and urban gardeners. Each month includes practical RHS advice - from harvesting and seed collecting to pot care and seasonal planting tips - making it both beautiful and genuinely useful for customers looking to grow more in compact spaces.

As always, supporting the RHS Chelsea Flower Show remained a key highlight for us. We produced a dedicated selection of calendars and diaries specifically for the event. In 2026, we’re excited to continue building on the strong foundations of the range, celebrating the richness of the RHS archives through our designs. The continued interest in gardening, nature and wellbeing gives us a fantastic opportunity to build on the success of the collection, and we’re looking forward to another great year working in partnership with the RHS.”

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Jo Bray, sales and marketing, West Design Products

Sophie Davatwal, handbag and accessories designer, Radley

“After a five-year pause, we are thrilled to renew our partnership with the iconic Natural History Museum. When we relaunched our first two collections in March 2025, we held back on the longawaited dinosaur theme and instead introduced Beauty in Nature and British Above: Jo Bray.

Birds. Both ranges exceeded expectations and reaffirmed the strength of our collaboration.

Now, we are delighted to share the news everyone has been waiting for: a full Dinosaur collection is officially on the way this year. The excitement is building and we can’t wait to unveil what’s coming.”

“Our handbag collaboration with the RHS in 2025 generated the highest yearon-year sales uplift since the partnership began in 2024.

The collection secured listings with both UK and US retailers. The quintessentially British illustrations from the RHS Lindley Collections proved to be a commercial Above: Sophie Davatwal. use of assets. I used imagery from the archives to develop a capsule collection echoing Radley’s heritage design and craftsmanship.

At launch, several designs ranked among our company bestsellers for Below: Last year, Radley’s RHS handbag collaboration generated the the month, highlighting highest year-on-year sales uplift since the strength of the the partnership began. collaboration and its enduring appeal to Radley fans. Leading the range in performance were the open tote and the ziptop grab picture bag, with the introduction of smaller leather items such as the phone crossbody bag proving strong contenders.

The 2026 collection has successfully sold into our wholesale partners, with retail roll out planned for March 2026. We expect the new range to be as popular as ever.”

Above: The first two NHM collections from West Design focused on Beauty in Nature and British Birds.

Leanne Perry, UK account manager, Brainstorm Toys

Left: Leanne Perry.

Below: Brainstorm’s NHM Dinosaur Projector Watch performed well at retail in 2025.

“As always, our dinosaur ranges proved popular in 2025. Our Natural History Museum Dinosaur Projector Watch performed brilliantly at retail. We were especially pleased when it was recognised in the prestigious Made for Mums Awards, winning bronze in the tech toy category as well as being recognised in their top stocking fillers.

The Natural History Museum Torch and Projector is always a winner; it comes in at a great price point with the packaging making it ideal for merchandising in museum shops.

This year, we will add to our prehistoric products with the Natural History Museum T.Rex Excavation Kit so children will be able to practise their palaeontology skills at home.”

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Emily Charles, head of brand, Gibsons

Above: Emily Charles.

Right: Gibsons will be building on its RHS collection this year.

“We proudly launched our RHS range, last year which was met with fantastic enthusiasm and continues to perform exceptionally well. Looking ahead, we’re excited to build on this success by extending the collection even further.

At Gibsons, heritage is at the heart of what we do, and we’re thrilled to announce that 2026 will see an even broader portfolio of heritage licences and products, celebrating timeless stories and iconic institutions that resonate with our customers.”

Lora Madigan, licensing manager, UK Greetings “Due to the traditional nature of our category, heritage product works particularly well for us and the Royal Horticultural Society is the perfect collaboration for this.

In 2025, we launched a complementary offering of greeting cards and gift dressings using a new RHS style guide which draws on the beauty of British wildflowers. We also introduced a card spinner, which has gone down particularly well with our garden Above: UKG will be launching a new RHS party tableware range in February.

Left: Lora Madigan.

centre and independent customers.

We showcased all of these new RHS ranges at last year’s Glee trade show and the response was phenomenal; we even opened new accounts as a result. Off the back of all the new product development launched last year, we saw RHS sales increase 20% year on year.

We’re incredibly excited to launch our new RHS party tableware range in February 2026 which uses the same style guide as the card and gift dressings product, creating a holistic party solution for our customers. Early feedback has been overwhelmingly positive, and we’re expecting great things.”

Sophie Denley-Hunt, range and development manager, Cottage Delight “2025 marked an exciting first year for our Cottage Delight x Royal Horticultural Society collaboration, launching a premium gifting range that celebrates the beauty of British gardens. Combining RHS’s iconic floral artistry, with illustration from the Lindley Collection, and Cottage Delight’s passion for exceptional taste, the range has been a hit in food halls, farm shops and garden centres nationwide.

Looking ahead, 2026 brings a fresh collection inspired by spring and summer florals, featuring luxurious teas, indulgent bakery treats and premium preserves. Adorned with stunning RHS illustrations, these gifts offer elegance, quality and authenticity, a true tribute to nature’s artistry.”

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Above: Sophie Denley-Hunt.

Left: Cottage Delight’s range was a hit in food halls, farm shops and garden centres.

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Polly Evans, content lead UK, tonies “Collaborating with the Natural History Museum has been a wonderfully imaginative and enriching experience.

Together, we’ve Above: Polly Evans. created a new set of Below: tonies worked closely with the children’s audio Museum’s experts on the creation of the NHM range. adventures for our 2025 Pocket Tonies range featuring the Discovery Crew. On their journey through the Museum, our young explorers shrink down to bug-size in the NHM garden, travel back to the age of the dinosaurs, and even meet Mary Anning - the pioneering 19th Century fossil hunter whose discoveries transformed our understanding of prehistoric life.

We’re incredibly proud of these new Pocket Tonies and can’t wait for children to dive into the natural world with curiosity, confidence and a sense of wonder. We’re also thrilled to be crafting a new Discovery Crew adventure with the Science Museum, and equally excited to continue our partnership with the Natural History Museum on a topsecret project set to launch in 2026.”

Rob Leigh-Bramwell, co-founder, Bramwell Brown Art Clocks “We collaborated with the Ashmolean on the launch of two new special clocks last year.

In partnership with the Museum, we brought Katsushika Hokusai’s iconic masterpiece, The Great Wave off Kanagawa into motion. The Hokusai Tide Art Clock features the iconic crested wave and stormy sea that ebbs and flows, in beautiful motion below Mount Fuji. The clock tracks the tide, with the artwork and dial moving every half hour once set to your local tide timings, so you can plan sea swims or beach walks.

Released alongside its tide-themed sibling, the Hiroshige Weather Art Clock (also developed from the Ashmolean's extensive ukiyo-e woodcut art collection), transforms five breathtaking scenes from Utagawa Hiroshige’s Thirty-six Views of Edo into animated weather forecasts. With a change of weather forecast, as dictated by the clock's internal barometer, the ukiyo-e artwork moves out of view when a different beautiful scene of Edo is revealed.”

Below: Bramwell Brown Art Clocks’ Sarah Clifford Bowles and Rob LeighBramwell with the two Ashmolean launches.

Rainer Schubert, md, Burgon & Ball “Last year was another successful year for our RHS-endorsed ranges. From our flagship range of RHS-endorsed gardening tools to the top-selling RHS Gifts for Gardeners series, our wide-ranging collaboration with the RHS means we can offer our trade customers a unique and convenient single-supplier proposition.

2026 sees us building on this success with Woodland Wonders the latest collection in the beautifully designed RHS Gifts for Gardeners series. These ranges combine our high-quality garden tools and accessories with Above: Rainer Schubert. beautiful botanical Right: The RHS Gifts for Gardeners series artworks from the RHS continues to be a hit for Burgon & Ball.

Lindley Collections. The patterns always highlight a current gardening trend, with Woodland Wonders celebrating the growing popularity of woodland gardens.”

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Distinct heritage brands we amplify them all

INSPIRED BY

BUILT ON

ARCHITECTURE

MOTIVATED BY

NATURE

SHAPED BY

NATURAL HISTORY LICENSING | BRANDING | CREATIVE

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BOTANICALS

ACTIVATED BY

ART

ESSENTIAL TO

MODERNISM INFO@JEWELBRANDING.COM

JEWELBRANDING.COM

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IN FOCUS: JEWEL

World-class creativity

A

t the core of Jewel’s proposition is a carefully curated portfolio of worldclass cultural institutions, offering partners exceptional breadth and creative depth. The agency represents leading names across art, architecture, design, botany, wildlife and natural history, enabling it to match the right brand to the right category and consumer. The New York Botanical Garden brings together botanical beauty, sustainability and conservation; the Frank Lloyd Wright Foundation is synonymous with iconic organic architecture; the Museum of Fine Arts, Boston offers one of the world’s most comprehensive fine-art collections; and the Georgia O’Keeffe Museum celebrates modernism and bold artistic expression. These are complemented by the Natural History Museum, a global authority in science and history, and the National Wildlife Federation, a powerful voice for wildlife conservation.

Jewel’s proven ability to translate each institution’s core identity into high-impact, creatively inspired programmes ensures the agency stands out within the heritage licensing landscape. Drawing on deep expertise in brand storytelling, trend alignment and global market development, the team works closely with partners to unlock opportunities that feel authentic and culturally resonant.

Across Jewel’s heritage portfolio, 2025 delivered some standout successes. The New York Botanical Garden continued to scale its

With interest in cultural brands growing in the US and the heritage sector expanding across Europe and Asia, new opportunities are emerging for American institutions to engage international audiences.

At the forefront of this trend is Jewel, which helps museums and cultural organisations turn their unique stories into commercially successful, design-led programmes across multiple categories and territories. international presence (page 55), while the Museum of Fine Arts, Boston built momentum through fashion and accessories, highlighted by a Summer 2025 Uniqlo collaboration and a fine jewellery collection with Monica Rich Kosann inspired by Japanese tsuba. MFA also broadened its global reach with new representation in the MENA region and Left and below: The achieved a digital first Museum of Fine Arts, Boston, and the with a curated Samsung Art Store launched a joint project collection on the in autumn 2025 to Samsung Art Store, celebrate the MFA’s Winslow Homer timed to a major exhibition. exhibition, Of Light and Air: Winslow Homer in Watercolor.

Looking ahead, new launches across home, apparel, décor, games and craft are already in development.

Meanwhile, the Natural History Museum has quickly captured international attention since joining Jewel’s portfolio, with new representation in Japan, a US apparel partnership with Philcos and further US deals in the pipeline, alongside the launch of an immersive VR experience, Age of Dinosaurs, with Sandbox in 2026. For the Frank Lloyd Wright Foundation, 2025 saw landmark collaborations including Brizo’s Frank Lloyd Wright Kitchen Collection and a limitededition Airstream travel trailer, with a banner year of launches and experiences set to follow in 2026.

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The Royal Shakespeare Company is a leading global theatre company that builds connections, creates opportunities and brings joy. We passionately believe that great storytelling can change the world. We work with licensees to reimagine Shakespeare’s timeless stories, eternal themes and vivid imagery through inspiring product.

TIMELESS STORYTELLING, CONTEMPORARY RELEVANCE CONTACT BRANDGENUITY FOR LICENSING OPPORTUNITIES | INFO@BRANDGENUITY.COM

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IN FOCUS: ROYAL SHAKESPEARE COMPANY Inset: West Design Products has transformed Shakespeare’s words and iconography into an arts and crafts range.

Taking centre stage A year since launch, the Royal Shakespeare Company’s licensing programme is fast establishing itself as one of the most exciting propositions in heritage and cultural licensing. Powered by an extraordinary visual archive as well as Shakespeare’s iconic words and characters, the programme is inspiring licensees to create products that are emotionally rich, visually striking and unmistakably relevant for today’s consumer.

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ased in Shakespeare's hometown of Stratford-upon-Avon, the RSC's history dates back to 1879, with its remarkable theatre archive holding more than 100,000 items.

Licensees are invited to visit the RSC to immerse themselves in the theatre’s history, as well as draw on evolving style guides; the latest supplement by United Creative is pattern-led and leans into lush romance and dark, decadent Gothic themes. From skulls and serpents to florals and poetry, the RSC toolkit flexes effortlessly across categories including homewares, textiles, stationery, beauty, fashion and gifting.

“One of the most exciting things about Shakespeare and the RSC is the ability to use imagery and language hand-in-hand,” says Michelle Morton, the RSC’s licensing manager.

“Shakespeare’s timeless words, paired with compelling visuals, create powerful storytelling

opportunities that allow products to connect deeply with consumers. We’ve been blown away with the inventive ways our current partners have used these elements to design standout products, from crafting to tableware, publishing and paper products.”

In recent months the RSC’s licensing agency, Brandgenuity, has onboarded five new partners: West Design Products has transformed Shakespeare’s words and iconography into a premium arts and crafts range which launched at Hobbycraft in December; Woodmansterne is blending timeless quotes with bold, contemporary illustration for greeting cards; Bliss Home is bringing theatrical flair to tableware; IF Cardboard Creations is creating literary gifts inspired by the RSC’s visual storytelling; and in April 2026, HarperCollins will publish a witty, modern celebration of Shakespeare’s fierce female characters.

“There’s never been a better time to bring Shakespeare to life through licensing,” says Vickie O’Malley, the organisation’s licensing consultant. “From Taylor Swift singing about Ophelia to the popularity of the Wicked and Wednesday franchises, there’s a clear appetite for theatrical emotion and dark romance. Themes such as love, desire, jealousy and ambition were all explored by Shakespeare in his plays, in evocative and magical settings. A partnership with the RSC is the key to unlocking a world of storytelling and innovation.”

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NYBG x Alex and Ani

BOTANICAL HERITAGE, REIMAGINED.

NYBG x Reiss

Design-forward collaborations rooted in purpose, inspired by one of the world’s great botanical institutions.

Let’s grow something unforgettable together. nybg.org | @nybg Licensing Inquiries: samira@jewelbranding.com

NYBG x Tea Forté

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NYBG x Lost Pattern

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IN FOCUS: NYBG

NYBG: where creative partnerships bloom

Below: Lost Pattern’s Desert Lily silk scarf is inspired by illustrations in NYBG’s archive.

Bottom: NYBG x Reiss.

The New York Botanical Garden (NYBG) continued its rise as one of the most dynamic cultural heritage brands in 2025, expanding its global footprint, strengthening strategic partnerships and earning industry recognition, including a nomination for Best Licensed Brand: Art, Design & Museum at the Licensing International Awards.

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hat sets NYBG apart is its modern, design-forward approach. While many botanical institutions lean traditional, NYBG brings the energy and creative pulse of New York City into everything it does. Its licensing programme is rooted in heritage but expressed through contemporary creativity, bold design choices and rich storytelling, resonating with partners and consumers worldwide.

“NYBG has a deep history, but what excites me is how design lets us keep evolving,” says Christa Boeke, vp of retail and brand licensing. “Our role is to translate science, nature and beauty into products that feel contemporary, considered and purposeful. When partners lead with strong design and responsible production, they’re helping bring the Garden’s mission into people’s everyday lives in an authentic way.”

In 2025, fashion further cemented NYBG’s position as a global, design-led brand. New collections launched with Reiss, Cotton On, Bioworld, TopTen10 Korea, MuseArta, Lost Pattern and Alex+Ani. Partners were encouraged to explore bold scale, unexpected palettes and rare or exotic plant imagery, resulting in collections that felt fresh, expressive and globally relevant.

“NYBG’s archive is one of the most diverse and visually compelling botanical collections in the world,” says Samira Henley, vp of licensing at Jewel. “It offers endless inspiration and the creative freedom to build products that are modern, meaningful and deeply rooted in storytelling.”

Long-standing partnerships continued to thrive.

Tea Forté launched its seventh NYBG tea collection and BloomsyBox expanded into orchids and new botanical subscription offerings, demonstrating the longevity and versatility of the brand.

International growth was also a priority. NYBG appointed Active Merchandising in Germany, securing a major direct-to-retail stationery and gift programme for 2026, and named BBM to lead expansion across the MENA region.

Looking ahead, 2026 is set to be a landmark year. Six major direct-to-retail programmes will launch across home, fashion, stationery, back-toschool and gifting. NYBG will make its most significant entry yet into the global home category, with partnerships spanning textiles, window coverings, home fragrance, furniture, paint, décor and fabric. Japan and Korea will also be focus markets, with multiple fashion launches debuting this spring.

Many partners will activate alongside NYBG’s iconic exhibitions, including The Orchid Show: Mr. Flower Fantastic’s Concrete Jungle, and Flower Power, translating the Garden’s scientific work and storytelling into immersive consumer experiences.

“NYBG is changing the world through its scientific research,” Christa Boeke adds. “Our licensing programme carries that same spirit, bringing what happens inside the Garden into everyday life.”

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HERITAGE BRANDS AND SUSTAINABILITY

Heritage brands aren’t just keepers of culture – they’re leading the charge in sustainable innovation. From eco-friendly products to responsible licensing, these trusted institutions prove that legacy and sustainability are inseparable.

Inset: The heritage panel from last year’s POC Conference (L-R) Kathryn Brand, editor and content manager, POC; Hannah Aspey, head of brand licensing, Curating Cambridge; Freddie Hack, sustainability manager RSPB; Louisa Skevington, licensing manager, Natural History Museum; Tracey Smith, commercial partnerships and licensing manager, Eden Project; and Abbie Taylor, brand licensing manager, ZSL.

Leading with responsibility H

eritage brands are a staple of our culture and the way we interact with both the history and current state of our world. Which is perhaps why they lend themselves so well to sustainability action and ambition, leading the way in environmentally conscious product creation.

This couldn’t be clearer than when talking to some of the heritage brands across the Products of Change community including the Natural History Museum, the Eden Project, RSPB, Van Gogh Museum, Zoological Society of London (ZSL) and Cambridge University.

A heritage brand is defined by its purpose and

Inset: Eden and Hypnos’ plant-based mattress range.

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responsibilities: to safeguard, conserve Above: Cambridge’s and protect something licensed children’s books considered significant or with Nosy Crow. important to humanity.

As Eva Derksen, head of licensing at the Van Gogh Museum, articulates: “As a museum and heritage brand, we feel a responsibility to preserve and protect our heritage, not just historically, but also in how we operate today.

Sustainability is part of that responsibility. After all, a heritage brand only survives if it remains relevant and responsible over time.”

This longevity creates trust, and therefore a level of expectation that a heritage brand is going to be making the right choices, which, for many, means more sustainable choices.

“We, and a lot of the heritage brands, are part of society; they are a part of the UK. They’ve been around forever, and people trust them. They know what they’re about,” says Freddie Hack, sustainability manager for RSPB. This reputation that is created by and for heritage brands is an opportunity for them to communicate in meaningful ways with their

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HERITAGE BRANDS AND SUSTAINABILITY

The storytelling opportunity is everything, from the brand’s mission to the teachings it wants to share. Tracey articulates this: “Every licensed product is designed to be more than just a transaction – it’s a touchpoint for storytelling and a catalyst for positive action. By placing regenerative seeds in the hands of gardeners, offering recycled glassware for homes, or Above: ZSL’s new product range with responsible providing compostable coffee design brand, Liga. pods for kitchens, Eden demonstrates that sustainable choices are possible, accessible and joyful. These products extend the Eden experience beyond Cornwall, carrying the mission into people’s everyday lives.”

Heritage brands are also having sustainability expectations placed on them by their customers.

“Sustainability credentials are increasingly important to our audience; they want to support brands that reflect their values,” says Abbie. “This demand is influencing retailers and licensees to seek partnerships with conservation-driven organisations like ZSL. By working with us, they not only meet consumer expectations but also contribute to real-world impact.”

Due diligence with licensees is paramount. “[We ensure] that sustainability is raised and discussed early in all conversations with potential partners,” says Maxine Lister, head of licensing at the Natural History Museum.

“We have to be cleaner than clean,” adds Freddie, so they ensure that the licensees these brands work with and the products they create are always made with sustainability in mind. “With partners of varying sizes and capabilities, maintaining consistency and transparency can be complex,” Hannah comments.

Another challenge is, of course, price, “especially now as the cost of living is still a significant decision in consumer spending. Retailers always have to look at how costs impact their buying decisions which can determine how much sustainable product is on shelves,” says Maxine.

However, Maxine adds that consumers are often willing to pay a bit more for a product Inset: The Natural History Museum’s from a heritage brand as they perceive partnership with them to be virtuous and trustworthy Dunelm produces an increasing number of brands with sustainable commitments.

Conscious Choice

consumers. “[Our] legacy gives us a strong platform to engage people – particularly families and children – with stories that matter,” adds Abbie Taylor, brand licensing manager at ZSL. Licensing has the potential to expand this legacy and relationship with the consumer further with the products that they create.

This is exemplified well in the Eden Project’s licensing programme, with the creation of its homewares range with Pure Table Top, resulting in the first ever digital product passport (DPP) in homewares, and another industry first with Hypnos Beds to create mattresses made from 15 plant-based materials, many found in Eden’s Biomes.

“The launch of Pure Table Top’s responsibly sourced ceramics or Hypnos’ plant-based mattress range are strong examples of how licensing can push industries forward – while encouraging positive shifts in consumer behaviour,” says Tracey Smith, commercial partnerships and licensing manager at the Eden Project.

Curating Cambridge, the licensing division of the University of Cambridge, has recently begun its Polar Museum programme. Hannah Aspey, head of brand licensing, explains that it was clear that sustainability had to be deeply fundamental to the choices that were made, in line with what the brand represents.

Cambridge “requires all licensing partners to demonstrate strong environmental credentials in their business practices, manufacturing, and material choices. A similar sustainability-led approach is now in development for the Cambridge University Botanic Garden,” says Hannah.

products.

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DISCOVER INSPIRE CONNECT

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IN FOCUS: THE BRITISH MUSEUM

Inspiring every generation

Below: The Smurfs are joining Museum mascot Bastet for familyfriendly activities in summer 2026.

Bottom: The official British Museum Style Guide, available by emailing productlicensing@britishmuseum.org, is packed with product inspiration.

From design-led homewares to joyful character adventures, the British Museum’s expanding licensing universe is reaching style-conscious adults, curious kids and culture fans alike, opening up two million years of human history in fresh, imaginative ways.

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he British Museum’s licensing programme is evolving at pace, reflecting both the breadth of its eightmillion-object collection and the diversity of the audiences who love it. As the UK’s most visited cultural attraction in 2024, the Museum is increasingly translating its global heritage into products and experiences that resonate far beyond its London home, for everyone from interiors aficionados seeking timeless design to families looking for playful ways to learn together.

Interest in the Museum is set to grow further with the announcement that the worldrenowned Bayeux Tapestry will go on display from autumn 2026 to July 2027 – the first time it has been shown in the UK since it was made, almost 1,000 years ago. Strong public interest is set to drive commercial demand for the British Museum’s IP, both as a world-leading cultural institution and through its licensing programmes.

A growing focus on the home has seen the Museum collaborate with premium partners who draw inspiration from its artistic and architectural archive. British design house Deus Ex Gardenia’s October 2025 collection is a standout example: 12 richly detailed wallpaper and textile designs that reinterpret historic artworks from India for contemporary living spaces. To support its expansion across homewares and interiors, the Museum has developed Colour

Stories, a colour system tool developed from the Museum’s collections and architectural spaces that provides a clear visual framework for the development of licensed products.

Meanwhile, a growing slate of family-focused initiatives are opening the Museum’s stories to younger audiences in imaginative, welcoming ways. Leading the charge is Bastet – the playful guardian cat inspired by the iconic GayerAnderson Cat – who has fast become a friendly conduit for edutainment-driven experiences.

An inspired collaboration with the Smurfs, debuting on-site in summer 2026, invites children to explore Ancient Egypt and other historic worlds alongside Bastet and a group of Smurfs. The partnership expands into consumer products, pop-up activities and interactive learning moments, and offers a vibrant, creative entry point into the Museum’s collections for families everywhere.

Together, these varied licensing initiatives demonstrate a programme designed not around a single demographic, but around the full spectrum of Museum lovers. Whether through elevated design, playful storytelling or accessible educational experiences, the British Museum is opening its doors wider than ever, inviting every generation to connect with its extraordinary stories in ways that feel personal, relevant and inspiring.

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THE ONLY AWARDS TOTALLY DEDICATED TO BRAND AND LIFESTYLE LICENSING THE AWARDS ARE NOW OPEN FOR ENTRIES THEY ARE FREE TO ENTER AND DONE SO ENTIRELY ONLINE DEADLINE FOR ENTRIES IS FRIDAY 27 FEBRUARY 2026

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IN FOCUS: NATURAL HISTORY MUSEUM Inset: New dinosaur plush from The Puppet Company will join the NHM toy line in 2026.

Natural wonders

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he Museum is kicking off 2026 with an exciting collaboration with colourful, sustainable clothing brand Lucy & Yak. The 11-piece clothing and accessories collection takes design inspiration from the Museum’s extensive archives and focuses on themes of dinosaurs and minerals. Customers can expect to find some of Lucy & Yak’s signature shapes, including its iconic dungarees, jumpsuits and a fleece, reimagined in bold Natural History Museum inspired prints – all made using organic or recycled materials.

For younger Natural History Museum fans, a range of organic children’s clothing from Little Green Radicals is also launching for SS26. The range features some beautiful and unusual creatures found in the UK, inspired by the notion that in nature we can find the extraordinary in the most ordinary of places.

In the toy category, new Museum products are launching from Brainstorm, which has developed a T. rex Excavation Kit, and The Puppet Company, which will be introducing smaller 5in prehistoric plush to sit alongside the larger 12in NHM Dinosaurs that launched in October.

Within the Museum, the teams are preparing for a very busy start to the year as the Cranbourne Boutique is transformed into a Pokémon pop-up shop, the first of its kind within a UK museum. Opening on 26 January, the shop will offer fans exclusive products until April and is not to be missed.

The Natural History Museum is entering 2026 with a strengthened and increasingly global licensing programme, fuelled by bold brand collaborations and expanding experiential partnerships.

Elsewhere, the Museum’s LBE offering is developing for 2026. Mark Thompson Productions’ Dinosaurs Live! theatre show has secured a further 60-venue run following a successful first year of touring in 2025, and Royal Lancaster London’s A Blooming British Afternoon Tea will continue to refresh its menu seasonally with pollinator and floral-inspired pastries, starting with new spring and Easter creations. These experiences are joined by the new Age of Dinosaurs VR experience which is launching with Sandbox VR across its roster of international venues from March, as well as a new portfolio of immersive experiences from themed attraction design company Katapult, currently in development for 2027 onwards.

The Museum’s international licensing presence is also expected to accelerate in 2026 thanks to agency signings last year, with CCPPG in China and Jewel Licensing for North America.

The team are expecting to announce their first deals in these territories soon, in addition to a slate of new licensees and categories for the UK market following one of the Museum’s busiest and most successful BLEs to date in October.

The Museum’s licensing team is growing alongside its programme, with Scott Hildreth recently joining as licensing executive. Scott will support both the sales and creative sides of the business and will be joining the team at Top Drawer, Toy Fair and Spring Fair to meet with current licensees and prospects for new opportunities.

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IN FOCUS: JOHN SMEDLEY

An icon of British style Founded in 1784, British label John Smedley is the oldest manufacturing factory in the world in continuous operation. The family-owned brand – proud holder of a Royal Warrant – still crafts its fine-gauge garments by hand today, and has become a symbol of timeless elegance and a true pioneer in luxury knitwear.

D

esigned to last, made in England and distributed the world over, John Smedley knitwear is synonymous with great style.

The company has dressed everyone from James Bond to a raft of celebrities – including actors Tom Cruise, Jason Statham and George Clooney – and is increasingly loved by a Gen Z audience embracing its sustainability and responsible manufacturing credentials. In October 2025, the brand underlined its cultural cachet with a capsule collection created in partnership with Bill Nighy, a devoted wearer for nearly 60 years, celebrating a shared belief in sophisticated clothes that endure for generations.

In Japan, where John Smedley has been sold for over 110 years and has 12 dedicated stores, the brand enjoys a well-established licensing programme with expanded categories and a Made in Japan collection tailored to the local market. The business is now looking to extend its UK licensing programme, and is exploring partnerships with experts in their fields who are keen to translate John Smedley’s unique heritage into modern, relevant products with timeless appeal.

With an iconic colour palette offering a rich and versatile foundation for product design, a vast archive of 23,000 objects – ranging from garments and swatches to machinery and family history – available for partners to explore, and a growing openness to creative collaboration across fashion, accessories and home, John Smedley represents a rare opportunity to craft premium lifestyle products anchored in authenticity and great British design.

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FOCUS ON: NATIONAL GALLERIES OF SCOTLAND

A landscape alive with possibilities Comprising the National, Modern and Portrait galleries in Edinburgh, the National Galleries of Scotland offers not only extraordinary imagery, but also the curatorial expertise and creative insight that help partners make their projects truly shine.

T

he organisation houses and cares for Scotland’s world-class national art collection, spanning Italian Renaissance treasures, 17th-century Dutch and Flemish art, Dada and Surrealism, photography, contemporary portraiture and more. At its heart sits an unparalleled collection of Scottish art, showcased in a bespoke 12-room suite at the National that opened in 2023, raising the institution’s profile and fuelling growing interest from collaborators keen to celebrate Scotland’s cultural heritage through products, design and brand partnerships.

International relationships continue to flourish.

Yours to discover. The National Galleries of Scotland is an outstanding international art gallery and houses the world’s most comprehensive collection of Scottish art.

Home to one of the best collections of fine art in the world dating from the early Renaissance to the present-day including works by key artists in history, as well as portraits of great Scots and iconic works such as The Monarch of the Glen and Reverend Robert Walker (1755 1808) Skating on Duddingston Loch.

Discover our rich vibrant collection and find out if there’s something which could be part of your next product range. By including our Collection images, you will help to support the work of Scotland’s National Art Collection.

Having launched fashion and lifestyle ranges inspired by Matisse, Mondrian and Kandinsky, Japanese brand LOGIC has now added Scottish Colourist Francis Cadell to its portfolio. In China, Arttention is engaging younger audiences by reimagining the Galleries’ collections through contemporary formats that reach far beyond traditional museum boundaries.

Closer to home, long-standing partner Whyte & Mackay has renewed and expanded its Dalmore whisky licence, ensuring Benjamin West’s dramatic The Death of the Stag remains central to the brand’s storytelling.

2026 will bring a fresh wave of artworks by Fernand Léger, Ian Cheyne and many more into the public domain, offering partners the chance to rediscover overlooked gems and unlock new creative avenues without the barrier of dual rights fees.

Image Licensing 0131 624 6258/0131 624 6260 imagelicensing@nationalgalleries.org

EXPLORE THE WORLD OF LICENSING THIS OCTOBER Meet with brands and retailers to create the product of dreams

6-8TH OCT, 2026 Excel London BRANDLICENSING.EU

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