TOTAL LICENSING
Bird suggests they use their imagina- both Chicago and Beijing and wider much more geared to external mar-
tion to travel there. On the moon, distribution to planetariums will kick- kets and guided by interior and fash-
the friends quickly learn that the envi- off this year. ion trends.
ronment is very different from that on The Victoria and Albert Museum Over the past couple of years the
Earth - there is no air and, therefore, (V&A) has operated a licensing pro- V&A has focused on recruiting new
no trees, animals, flowers, flying kites gramme since the early 1990s. Licens- licensees in the gift sector. These are
or playing soccer. This makes them ees benefit from access to millions broad ranging in product type, from
homesick, so they use their imagina- of V&A objects and the some of the toiletries to ceramics from jewellery
tion to go back to Earth where they world’s finest collections of decora- to stationery.
now understand that whether they tive art and design. The collections These introductions have resulted in
live in Beijing or on Sesame Street, provide a vast and in-depth resource greater demand for the added value
they all live together on one planet; of textiles and costume, jewellery and the V&A brand and archive now has
under one sky. metalwork, furniture, books, prints, to offer.
One World, One Sky: Big Bird’s Adven- photography and sculpture. Another relatively recent develop-
ture launched in October of 2008 to The museum’s values and activities ment has been to encourage a con-
provide an introduction to astronomy, have evolved considerably over the temporary design approach rather
encourage excitement about science past decade. The museum operates than a traditional object inspiration
and foster cross-cultural appreciation. alongside world leaders of contempo- or reproduction. Although the appli-
The program has been successful in rary design and its activities are pro- cation of unchanged patterns from
moted internationally through exten- archives may have worked ten years
sive touring exhibitions and publishing ago, it is becoming less appealing for
programs. Those exhibitions, such as today’s ever changing market place.
Art Deco, Arts and Crafts, Vivienne Therefore, the design direction is go-
Westwood and The Golden Age of ing toward a much more progressive
Couture increase awareness of the design style, using the archives to in-
V&A’s cultural wealth. spire and to adapt them rather than
Whilst the museum is continually to replicate.
staging temporary exhibitions and A broader appeal will reach a wider
developing new galleries and the V&A market, including giving a twist to
Shop will often use the exhibition products such as decorated DIY and
themes and new gallery developments garden tools and frying pans. The
on which to base it’s merchandising V&A is now keen to expand into the
programme, the developments for female fashion sector with apparel,
licensed products do not necessarily accessories and possibly cosmetics.
follow the same themes, as the V&A is It is broadening its appeal to reach a
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