The U.K. museum’s new licensing program will focus on collections tailored specifically toward children and adults, respectively.

EUROPE–The Natural History Museum will highlight a “refreshed and refined” licensing program during Brand Licensing Europe this week at stand L35.

The enhanced licensing program is inspired by the Museum’s cross-generational appeal and now offers separate, dedicated style guides for children and adults, as well as products specifically designed for each group.

The children’s style guide highlights themes of exploration and science with four specialty chosen categories including fossils and dinosaurs, insects and birds, oceans and ocean-dwelling creatures, and the wilderness and its inhabitants. Each licensed product within the children’s collections will also feature an educational component and will be approved by the Museum’s scientific experts.

Furthermore, the adult licensing style guide is inspired by the host of exhibits and works of art at the Museum and combines these artifacts with collaged, kaleidoscopic, tiled, geometric of scrapbook styles. In addition, the Museum will initially focus on apparel, accessories, homewares and gifting for adults.

Both style guides are now available to potential licensees.

“BLE is one of the Museum’s most important licensing events,” says Maxine Lister, senior licensing manager, Natural History Museum. “This year in particular we are presenting some exciting enhancements to our offering that we feel certain will appeal enormously to many present and potential licensing partners. We’re gearing up for a very, very busy time on stand L35!”

Additionally, all revenue from the Museum’s licensed merchandise helps fund the Museum, the maintenance of its collection and its research projects in more than 70 countries.