The V&A is renowned for its extensive collections and influence on the world of design. The museum’s award-winning brand licensing programme highlights its commitment to inspire design and innovation. It offers an almost infinite source of design inspiration for a multitude of product categories from home interiors, apparel and accessories to luxury jewellery, gifting, stationery and crafting.
2025 brings exciting new opportunities for licensees as V&A East Storehouse will open in the summer. The new site will offer visitors
Inspiring design and innovation through the power of creativity
unprecedented access to the behind-the-scenes world of its busy working stores. Additionally, V&A East Museum is scheduled to open in spring 2026 - V&A East Museum celebrates making and creativity’s power to bring change. Created with young people and rooted in east London’s heritage, V&A East Museum explores what’s shaping our world with the voices that lead contemporary culture. These new cultural destinations will allow the V&A to broaden and diversify its audiences. In turn, this will provide new opportunities for licensees to respond through alternative asset selec-
tion and product styling.
2024 was a strong year of growth for the licensing programme with the home interiors category providing notable successes. Sofas & Stuff launched their third fabric range with the V&A -Threads of India, followed by their fourth range, Threads of India Opulent Velvets at the international interior design event, Decorex at London’s Olympia.
Both collections draw inspiration from the museum’s illustrious archive of South Asian
objects, celebrating India’s timeless textiles and global influence - elevating luxury living spaces with a touch of history. The ranges highlight the enduring allure of India’s artistic legacy, and Sofas & Stuff’s dedication to infusing the timeless elegance of the past into contemporary homes.
Agnella by Brintons, specialists in crafting premium wool rugs, added new designs to their collection Design Discoveries. Building upon the resounding success of their initial launch in 2023, the new 15-piece range remains a testament to their commitment to celebrating design, craftsmanship and manufacturing excellence.
Inspiration is taken from an eclectic array of artefacts within the V&A collection, from the detailed botanical wonders of William Kilburn’s paintings, to the opulent appeal of Victorian paisley. Each rug in the collection captures a moment in time, blending historical inspiration with contemporary craftsmanship, ultimately providing an opportunity for Agnella by Brintons’ clients to add a piece of authentic storytelling.
The museum’s stunning collaboration with 1838 Wallcoverings continues in 2025 with the launch of Decorative Papers III. Presenting a joyful and captivating collection of wallpaper designs featuring intricate patterns dating as far back as the 1700s. Inspired by rich, decorative carpets, silk, cotton and chintz fabrics, hand painted original wallpapers from China and a silk kimono made in Japan. Each of the original references have been carefully and sympathetically adapted by 1838 Wallcoverings to create new wallpaper designs in enduring contemporary colourways, which are relevant for the interiors of today.
As the V&A’s licensing programme continues to grow, several new licensees launched their inaugural product ranges in 2024. Meller Designs collaborated with lifestyle brand Oliver Bonas to launch a 10-piece V&A jewellery collection inspired by Anna Maria Garthwaite’s silk designs.
1838 Wallcoverings, V&A Decorative Papers III collection, Moor Park, Prussian Blue Wall Mural
The range masterfully translates the richness of Garthwaite’s work into a collection that effortlessly complements contemporary fashion. The versatility of Garthwaite’s remarkable designs allows for a harmonious fusion of the past and present, combining her creations with a captivating story and ensuring that they remain relevant and adored for many years to come.
Ohh Deer recently launched a range to engage broader audiences with the V&A. Co-ordinating patterns and details from archive assets have been styled, injected with fresh colours and surface treatments, to give them vibrancy and appeal.
The initial range of cards, stationery and gift bags has four different themes (Scalloped, Neon Floral, Cottagecore and Geometric) and includes the use of neon inks, on-trend compositions and special finishes. Further lines will be added to the range in summer 2025.
The V&A’s mission is to champion design and creativity in all its forms, advance cultural knowledge, and inspire makers, creators and innovators everywhere.
Through its continued work with licensees around the world, the V&A continues to inspire the next generation and spark everyone’s imagination.
V&A Decorative Papers III launch on 1838 Wallcoverings stand at Paris Déco
BEANSTALK PARTNERS WITH FEED
In a purposeful start to the new year, leading global brand extension licensing agency Beanstalk has announced that it will represent FEED, an impact-driven lifestyle brand dedicated to ending childhood hunger, as its exclusive licensing agency for the U.S. and Canada. Beanstalk will extend the brand into new categories including food and beverage, kitchen and housewares, and bags and accessories, as well as pursue partnerships with leading retailers.
Created in 2007 by Lauren Bush Lauren, FEED was founded on the belief that food is a universal human right. FEED is dedicated to doing business differently – everything they make and how they operate aims to end childhood hunger and improve our world. The brand has garnered a cult following through its stylish utilitarian tote bags, with each purchase made providing school meals to children. Through FEED, over 126 million school meals have been donated to children around the globe and in the U.S. to date. School meals
are critical in the fight against hunger — by nourishing kids so they can have a fair chance at an education, FEED can help reduce generational poverty. Additionally, as a Certified B Corporation, FEED considers environmental
impact in everything it does. FEED products feature timeless designs sustainably constructed with organic, natural and recycled materials.
“I am very excited to engage with Beanstalk to source and secure strong partnerships for FEED going forward. The team is best in class at what they do,” said Lauren Bush Lauren, Founder and CEO of FEED. “Expanding FEED’s product offerings will support and grow our mission to help feed children in need around the globe as well as here in the U.S.”
“We are thrilled to welcome FEED to Beanstalk,” said Allison Ames, President and CEO of Beanstalk.
“We truly believe in what the brand stands for. Lauren and her team have made a true impact in the world helping to end hunger. We are going to continue her mission by further expanding FEED into other areas that will offer consumers new ways to support the cause, while increasing awareness of the fight to end childhood hunger.”
ART LICENSING IN THE MIDDLE EAST
Introduction
The brand licensing industry is vibrant and expanding. The leasing of intellectual property rights by brand owners to manufacturers or retailers has become a robust ecosystem for producing and marketing products adorned with prestigious, recognizable brand names, logos, and characters.
According to Licensing International, the industry has experienced an impressive annual growth rate of 8%, having exceeded a third of a trillion US dollars in total value in 2022. This success demonstrates the power of branding as consumers forge emotional connections with select trademarks and copyrighted properties. Art licensing stands out as a dynamic sector within the wider brand licensing marketplace thanks to innovative strategies employed by cultural powerhouses such as New York’s Metropolitan Museum of Art (The Met) that are democratizing access to art. Through licensing, art can be seamlessly integrated into daily life in consumer products, thus deepening and diversifying consumers’ engagement with it. Licensing agreements increase the visibility of art, linking cultural heritage with modern consumer culture. This form of branding can thus play a transformative role in fostering a connected and inclusive cultural dialogue.
Art Licensing in the Middle East
The Middle East is a unique and dynamic landscape for the art licensing industry. Art is central to the region’s cultural identity, having long served to reflect its complex histories, diverse cultures, and distinct traditions. From the sophisticated calligraphy and geometric patterns of Islamic art to contemporary abstract and realist works capturing the evolving sociopolitical situation, the art scene in the Middle East is as diverse as the people who live there. This deep-rooted cultural significance makes art well-suited for brand licensing that transforms traditional and contemporary works into accessible consumer goods for the domestic market as well as products that enrich global markets with the essence of Middle Eastern heritage. Amid ongoing efforts at economic diversification in the region, particularly in the Gulf Cooperation Council (GCC) countries, the art sector plays a critical role in broadening the economic base beyond petroleum products.The United Arab Emirates, Saudi Arabia, and Qatar are among the countries actively nurturing domestic creative industries, including art and
Louis Vuitton scarf with design by eL.Seed (https://elseed-art.com/)
design, because of their potential contributions to economic growth and soft power diplomacy. By integrating art licensing into broad economic strategies, these countries leverage their rich cultural legacies to enhance their competitive edge on the world stage, attract international tourists, and stimulate local and regional economies. The relationship between cultural preservation and economic development is symbiotic, with institutions such as museums and art galleries both promoting cultural exchange and generating revenue for themselves and artists. Among the countries just mentioned, the United Arab Emirates, known for flagship cultural projects such as the Louvre Abu Dhabi, the Guggenheim Abu Dhabi, and Dubai’s Museum of the Future and Alserkal Avenue, has positioned itself as a global arts hub with a thriving market for licensed art products ranging from highend collectibles to everyday items. Saudi Arabia, through its Vision 2030 and other efforts to nurture its cultural sector, has launched numerous initiatives to promote domestic art and Arab art generally on a global scale, often through licensing agreements. In Qatar, investment in institutions such as the Museum of Islamic Art and the National Museum of Qatar has been reinforced through the hosting of major events such as the landmark “The Shape of Time: Art and Ancestors of Oceania” exhibition featuring some 120 works from the Met’s unparalleled collection that tell the story of creative expression and
About the Author
Markettcom was co-created in 2021, by Amer Bitar, prior to which he headed up the licensing business at WWE Middle East for 6 years and Ammar Jabri, an entrepreneur who created a successful premium and promotion business called Jabs Trading that became a leader in the promotions industry in the region.
Markettcom is a Dubai-based licensing agency with offices and partners in the entire MENA region, specializing in representing intellectual property’s rights in the Middle East North Africa.
For information, contact: amer.bitar@markettcom.com
innovation over the centuries throughout the Pacific Islands. All of these activities showcase the commitment to blending cultural heritage with modernity in ways that drive the demand for licensed art products.
Key Players and Collaborations in Middle Eastern Art Licensing
The synergy of distinguished artists, visionary licensors, and trailblazing licensing agencies supports the thriving Middle Eastern art licensing market. These individuals and entities are at the forefront of the transformation of art into licensed products with which consumers connect deeply as a result of the effective marriage of artistic innovation and commercial appeal. Collaborations with global brands including Nike and Lexus have helped the work of artists such as Marwan Shakarchi, better known as Myneandyours, to achieve worldwide recognition. Similarly, eL Seed’s unique calligraphic designs featured in the high fashion of Louis Vuitton’s Autumn/Winter 2013 collection, exemplifying the universal appeal of Middle Eastern artistry. Markettcom stands out as a key facilitator in the introduction and growth of art licensing. The firm is adept at navigating the complex world of copyright and brand collaboration to bring Middle Eastern art to households worldwide. Collaborations with international institutions such as the Met as well as regional artists such as Jamal Joratli have significantly raised the bar for the quality of licensed products from luxury home décor to wearable art and digital content. Such partnerships not only increase the global footprint of Middle Eastern art but also underscore the cultural and economic impact of the art licensing industry in the region.
Another example of effective collaboration is the relationship forged between the Met and the prominent UAE-based window and wall décor manufacturer Sedar Group. Through a strategic licensing agreement, this alliance has brought to market an exclusive line of products adorned with images from the Met collection. This innovative venture not only expands access to art by integrating it into everyday spaces in the Middle East but also significantly enhances the market visibility of the entities involved.
This program exemplifies the capacity of regional collaborations to bridge the gap between art appreciation and consumer engagement, thereby enriching the cultural and economic landscape.
Challenges and Opportunities in Middle Eastern Art Licensing
The Middle Eastern art licensing sector presents distinct challenges and remarkable opportunities, particularly given the intricacies of intellectual property rights and copyright issues. The region’s legal frameworks regarding intellectual property are constantly evolving, creating a complex environment in which artists and licensors alike need a thorough understanding
of the local regulations to protect their creative endeavors.
For newcomers to art licensing, breaking into the market presents challenges in terms of establishing credibility and forging partnerships in a competitive arena that often favors well-established names. For those able to navigate these obstacles, the Middle East offers an unparalleled wealth of opportunities. Especially notable in this regard are high-profile regional events such as Art Dubai, Abu Dhabi Art Fair, and the AlUla Arts Festival that highlight the rich cultural and artistic heritage of the region and showcase the vibrancy and diversity of Middle Eastern art for a global audience.
Technological advancements and the advent of artificial intelligence (AI) have made available innovative solutions to the challenges associated with protecting intellectual property. Seminal, a leading force in art copyright technology, exemplifies this progress with its AI-driven platform designed to empower artists and estates.
By ensuring that creators receive due attribution and compensation for their work, whether reproduced physically or digitally, the firm has positioned itself as a vital ally in the protection of intellectual property within the art licensing
domain.
This forward leap in overcoming copyright complexities offers a solid foundation for bolstering the expansion and sustainability of creative communities in the Middle East.
Conclusion
Art licensing in the Middle East merges rich heritage with modern innovation, propelling regional art onto the global stage and demonstrating the power of collaboration to break through traditional barriers to make art universally accessible.
The expansion in the sector transcends mere commercial growth by celebrating the vibrant tapestry of Middle Eastern culture internationally.
Continued success requires leveraging technology, cultivating meaningful partnerships, and understanding the legal frameworks. As the Middle East becomes an increasingly important hub for art licensing, it solidifies its artists’ influence in the worldwide art market.
This evolution points to a future in which regional art, in its myriad forms, is increasingly available and valued across the globe, enriching cultural dialogues and connectivity among diverse communities.
ROYAL PAVILION BRIGHTON LICENSED
The Royal Pavilion at Brighton is now available as a licensed property with a lookbook of curated designs, a vibrant history and an archive of sumptuous wallpapers and textiles. Charlie McKenzie, Head of Income Development, says “We are delighted to be able to bring the colour, luxury and joy of The Royal Pavilion to the licensing world. Created by the finest craftsmen of the day, the designs and spectacular royal vision will be suitable for many products such as gifts, textiles, stationery and home décor’ Originally a simple house that George, Prince of Wales, rented when he first began visiting Brighton in 1783, it was transformed into an extraordinary party palace, where elaborate banquets, musical performances, games and dancing erupted in the ornately decorated rooms. Instantly recognisable outside from its domes and minarets, the interiors astound with fantastic designs, extravagant decoration, exotic splendours, fabulous beasts, tall palm trees and beautiful floral creations.The Regency period fascinates –Netflix’s steamy ‘Bridgerton’ was watched by 63 million viewers and
in the UK alone 5.3 million watched Jane Austen’s ‘Sanditon’, both set in Regency England. The ‘Bridgerton effect’ has recently seen a spike in the interest in Regency jewellery, fashion, furniture and design. ‘Chinoiserie’ style has seen a boom in popularity.
ELIZABETH STIRLING AT DESIGN BLOC
Elizabeth Stirling Designs is participating in the upcoming Design Bloc show at the Metropolitan Pavilion, NYC on May 16th and 17th, where she will be showcasing her latest collection of seasonal designs for gift bag, stationary, textiles and ceramics. The team have been hard at work creating an exciting range of innovative, trend-driven designs that reflect
their commitment to quality. Having collaborated extensively with major retailers and manufacturers such as Dollar Tree, Walmart, and International Greetings, Elizabeth Stirling Designs has cultivated close relationships and developed a profound understanding of commercial design.
Her partnerships have provided invaluable insights into market dynamics, consumer preferences, and the ever-evolving landscape of retail. With over 30 years’ experience, the team consistently deliver designs that not only meet but exceed the expectations of clients and customers.
For further information, contact gillian@estirlingdesign.com or visit www.estirlingdesign.com
Howard Robinson An unconventional route to a successful brand
Howard Robinson has been licensing his images for 30+ years. Here, he talks about his sometimes unconventional route to success!
“In 2016 I created “Selfies” and the past nine years has been a blur with the meteoric rise in demand for new images and to create for so many new products. Selfies has taken me all around the world exhibiting at Licensing shows in New York, Vegas, Hong Kong, Shanghai, Tokyo and London, designed and built the award winning Selfies Beach Resort, created a championship winning Selfie basketball team, financed many students through college and fed 350 families through COVID, more recently sheltering 150 souls in our hotel from a super typhoon. Throughout all this it has been easy to forget that I have been licensing my art since 1998, from spending long days and nights with an airbrush in hand, being badly burned by an agent, although this turned out to be a blessing as it got me motivated to get out and market myself which was a huge step forward. Without any kind of experience or training I must have been somewhat unconventional, I probably still am, but I’m sure this also got me noticed. Year on year things greatly improved and I began travelling the world and exhibiting at Surtex and licensing shows. One thing I never did was to chase up contacts and clients I met at such shows, my colleagues could never understand why but for me I wanted to create rather than taking time chasing folk that were not fully behind what I was trying to achieve, I figured that if they needed chasing they must not be fully behind what I had to offer and so probably were not the companies I should be licensing with. I always had more work that I could handle and
simply endeavoured to create the best images possible for each particular product category so that basically the images sold themselves. I gradually partnered with some of the biggest players in their categories and still work with most of them to this day, becoming great friends. Gradually over the years just by doing my own thing I was able to build the Howard Robinson brand into one of the most licensed art brands worldwide. In 2013 I was suddenly faced with a huge demand for my images in lenticular 3D which posed a challenge in learning just how to make the artwork files but I enjoy a challenge and the investment in time to learn has paid off and even today this is still one of my biggest licensed categories with Prime 3D.
Over the past nine years of creating Softies it has just dawned on me that during all this time I have never once promoted the ‘Howard Robinson’ art brand, either in trade mag-
azines or at the many licensing shows and yet it has continued running in the background as if nothing had changed, new licenses being created and existing licenses renewed. It is only recently I have noticed quite a rise in the number of new license enquiries. There seems to be no pattern in either images requested or in product categories so it has sparked my interest to find out what is behind this quite marked upturn.
For so long my own brand has been simply living off its track record and the universal appeal of the images with subjects taken from wildlife and the wonders of nature which surrounds all of us.
The enduring bond between ourselves and the amazing creatures we share the planet with and of course our precious pets and dearest companions will always crate a desire for products that bring us familiar memories and comfort. Challenges in the market can always be dictated by world events such as pandemics, the economy and wars but the brands images of nature seem somewhat immune to the latest trends or being reliant on a blockbuster movie release or network series to make it relevant. A prime example is an image entitled Animal Magic which I first licensed as a puzzle in 1998 with Waddingtons and has for the last 27 years always been licensed as a puzzle, and many other things, somewhere in the world ever since. Only today I came across a painting by numbers kit licensed to Royal & Langnickel that is now in its 16th year.
Having such a brand which is forever in fashion and close our hearts has done wonders for both myself and for the licensees, it makes for a much lower risk factor, a much longer window of opportunity to exploit a worldwide market, and with a much lower investment required.”
New York artist Lou Patrou takes his contemporary art and brands to Japan.
Contemporary fine artist Lou Patrou has been drawing and painting faces for over 50 years and has an amazing catalogue of artworks. He works in several different styles that can range from a mix of beautifully haunting to stunning graphic pop art, some with an edge and some more whimsical.
Over the past decade Patrou has organized and developed his images into three unique polished brands that appeal to a wide demographic. Hank & Sylvie is a friendly lifestyle brand based on a matching pair of characters. Hank & Sylvie are presented with happy colors and up-tempo
kitsch that fits with everything from plushies, bedding, stationery, food, cosmetics, apparel and home goods. 011 is an edgy women’s brand for those looking for a striking icon that represents a new hip style. The Patrou brand is an entire and growing collection that can be positioned as a street-wise working artist’s brand. The Patrou brand is driven by supporting gallery exhibits, published artist features and press with an ever expanding catalog of new original works.The Patrou brand lends itself to everything from youth market categories like skate boards and limited edition art collectibles to street wear fashion capsule collections, far-out accessories and exciting big brand collaborations.
Patrou has just assigned Crown Creative Co.
headquartered in Tokyo as master licensing agent for Japan. Crown Creative plans to take Patrou’s properties into apparel and other categories. This Japanese deal was introduced and coordinated by NDA Licensing from Paris in collaboration with Patrou’s European agent Lafèbre Licensing.
If you haven’t seen his extraordinary work, we urge you to check it out at www.patrou.com.
Patrou’s work is both original and beautiful and the wealth of licensing possibilities this catalog offers is everything needed when looking for fresh inventive properties to work with.
