TOTAL LICENSING
A long-lasting
H
eritage
The words museum,
We have taken some examples from the vast spectrum of museum, institution
heritage and
and heritage licensing to see what activities are occurring in this diverse and
institution can
broad sector. With an introduction from Ian Downes of Start Licensing Ltd.
conjure to mind any
number of areas or
A recent review of retail shelves and
places. online stores confirmed to me the
In essence, licensing growing share of the licensing mar-
programs for
ket that heritage brands command at
institutions such as
retail. Product ranges featuring heri-
museums and
tage brands and deigns sourced from
universities aim to
archive collections can be found in a
reflect the name of
diverse mix of retailers and it seems
to be a licensing sector that is show-
the brand with
ing real growth.
offerings of a
Another measure of a growing accep-
certain quality.
tance and awareness of this licensing
Given the diverse
category is the success of ranges such
nature of the
as Wow Stuff’s Science Museum range
following which received two nominations at
institutions and last year’s UK Licensing Awards.
companies, it is no
Recently I have been working with
surprise that each
The National Gallery in London to
runs a very different
help develop a licensing programme
licensing program
with them. The National Gallery felt canvas prints. One key development Science Museum and The Natural
that its unique collection of paintings was establishing a style guide that in- History Museum have created strong
to the next, each
had potential for the licensing market spired but importantly guided licens- licensee lists from a wide range of cat-
intending to convey
and created a strategy to realise this ees through The National Gallery’s egories already.
the unique nature
potential. Their motivation for de- collection but importantly was a style However, there are probably a num-
of the name behind
veloping a licensing programme was and interpretation of The National ber of licensees who have tradition-
the product.
probably one that is similar to that Gallery that key constituencies within ally used entertainment licenses who
of other galleries and institutions: The National Gallery were happy to could be persuaded to consider heri-
firstly a desire to generate additional sign off on. This is a key point to note tage licenses if presented with easy to
revenues; secondly , a way of widen- in this form of licensing – there is of- use solutions.
ing the pool of products available for ten more sensitivity to the appropri- Steve Pearce Managing Director of
their own retailing activities; thirdly, a ateness of products and partners than design agency Red Central who devel-
new communication platform to en- in other licensing sectors. It is impor- oped the style guide for The National
gage with consumers and finally, a way tant that a programme is built that has Gallery provides some insight to the
of using the Collection in new busi- support from throughout. development of the style guide and
ness sectors that otherwise would be It is also important to create a toolkit its function in inspiring and motivating
closed to them. that licensees and retailers can relate licensees:
Early signs are encouraging with a to rapidly. One of the keys to growth “The National Gallery – like other gal-
number of licensees on board includ- for this sector is to widen the pool leries and custodians of nationally im-
ing The Greetings Factory for greeting of licensees that are engaged with portant collections - has an enormous
cards, Green Board Games for a card the sector. That said well established responsibility to protect and preserve
based game and King & McGaw for heritage brands such as the V&A, The the integrity of their collection’s im-
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