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THE GROWTH OF MUSEUM & HERITAGE LICENSING
In with the old
Inset: The V&A has been a long time supporter of Brand Licensing Europe and was among the first museum and heritage brands to exhibit.
Anne Buky, brand licensing consultant, looks at how museums and heritage organisations have developed into strong players in brand licensing.
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orking with museums and heritage organisations is an immense privilege. When asked why so many do so, it is not hard to find the answers – breathtaking collections, beautiful buildings, experts with encyclopaedic knowledge and people who are committed to preserving and enhancing a heritage in which the UK is the world leader. And such an incredible and diverse heritage - from dinosaur bones millions of years old to paintings worth millions of pounds, from ancient structures of wood and stone to breathtaking interiors of iconic buildings, jewels worn by Kings and Queens, artefacts from ships that fought at the Battle of Trafalgar, sculptures by world masters, scientific and medical discoveries, farming innovations – the list of course is endless – from all over the country all of life is here. The great challenge for museums is how to explain their collections, Inset: Anne Buky. communicate their message and
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LICENSING MUSEUM & HERITAGE BOOK 2025
importantly how to build sustainable financial models to continue their development. Communicating and presenting these marvels has been an evolving process. The museum and heritage sector has changed out of all recognition in the way that it presents its collections. Bright, interesting displays, immersive experiences and record-breaking exhibitions all show that great efforts have been made to explain the collections to a diverse audience. Museums have found imaginative ways to engage with people’s emotional connections to music, community, history, art, science and culture. Soft play, innovative playground facilities and interactive exhibits have introduced the very youngest to the joys of museums. And judging by the excited queues of visitors during holiday periods, and the impressive offer in museum shops and other commercial ventures, these efforts have clearly paid off. Funding our wonderful collections remains a major challenge. Major national museums, even with government funding, need to raise additional income to maintain their iconic buildings and collections.