22-23_Van Gogh Museum_v2.qxp_NEW LSB 2008 GRID 19/12/2025 17:05 Page 1
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,