National Gallery Focuses on Licensing

Britain's National Gallery unveiled its new partnership with agency JELC and the first products in its new licensing program at an event at the museum Tuesday.

April 6, 2018

Since 1824, the National Gallery has showcased some of the finest art in the world from Giotto to Leonardo Michelangelo to Van Gough. The museum attracts 6 million visitors each year, 80 percent of which are from outside the U.K.

In order to fund its commitment to develop collections, create an exceptional visitor experience and inspire learning, the National Gallery made a move into licensing in October with the appointment of JELC.

The new partnership was showcased Tuesday alongside the brand's new Delicious Art range of food and drink, one of the first product lines to come from the museum's licensing initiative.

Jane Evans, managing director of JELC told

License! Global

that “the potential for image rights, commercial filming and licensing of IP in the works owned by the gallery is enormous,

and we are very excited to be working with the national Gallery toward realizing this potential."