The British Museum Announces Brand Licensing Europe Debut

The British Museum is set to welcome licensing and retail partners to its stand, as the world-renowned institution prepares to make its Brand Licensing Europe show debut. BLE 2024 takes place at ExCeL London, Sept. 24-26.

Officially the U.K.’s most visited tourist attraction, The British Museum welcomed 5.8 million people through its doors in 2023. The first national public museum in the world, for more than 250 years it has offered visitors the chance to experience cultures from around the globe and explore over two million years of human history.

BLE provides a platform for potential partners to explore the huge potential of this high-equity brand IP. The British Museum will showcase its dual licensing strategy, which is anchored by a selection of 1,200 objects from the museum’s over 8 million objects, each with its own unique narrative that will add value, interest and authenticity to partners.

Clever animated imaginings of key artefacts in the form of the character Bastet, based on the world-famous bronze Gayer-Anderson cat from the Ancient Egyptian collection, extends the reach of the museum’s program into the character licensing space. A proven success on site in the museum and in China, where the property launched in 2016, the Bastet program is now launching globally, providing an accessible and relatable entry point into the museum for young people, children, families and millennials alike.

The museum’s collection will also continue to inspire traditional licensing, focusing on audience and category expansion and building upon its foundational consumer products program.

Visit The British Museum at stand C250

Register for your free ticket for Brand Licensing Europe 2024.