British Brands to Make Vegas Debut

Five iconic British institutions will be exhibiting at Licensing Expo this year for the first time including The Royal Ballet and the Shakespeare Birthplace Trust.

April 6, 2018

3 Min Read

Five iconic British institutions will be exhibiting at Licensing Expo this year for the first time including The Royal Ballet and the Shakespeare Birthplace Trust.

The new exhibitors include:

  • Imperial War Museums–A collection of five museums–the Churchill War Rooms in London, IWM London, IWM North in Manchester, IWM Duxford in Cambridgeshire and HMS Belfast in London. The group's collections include tens of thousands of posters, works of art, photographs, film footage and artifacts.

  • London Natural History Museum–Home to more than 80 million specimens, from Darwin’s original collections to the most complete Stegosaurus skeleton ever uncovered, the museum is also home to the Wildlife Photographer of the Year exhibition, which tours worldwide and is seen by more than 1 million visitors every year.

  • National Museum of the Royal Navy–An amalgamation of a number of institutions focusing on Britain's naval heritage, the group's collection includes an archive of sound and images as well as 11 historic ships and 99 aircrafts. Among the collection is the HMS Victory, which celebrates the 250th anniversary of its first launch this year.

"Having exhibited successfully at Brand Licensing Europe this year we realized there is a big opportunity for our brand to be exposed to a larger market, and look forward to working with U.S. and global licensees in all categories," says Giles Gould, head of commercial services, National Museum of the Royal Navy.

  • The Royal Ballet–One of the most acclaimed ballet companies in the world, the company is resident at the Royal Opera House in London and will tour the U.S. this year.

  • Shakespeare Birthplace Trust–Custodian of the five Shakespeare family homes in Stratford-upon-Avon, the Trust will unveil a new brand identity this year, Shakespeare Inspired.

“America has a tradition of Shakespearean theater-making that leaves the rest of the world standing and a real affinity with the world’s best-known playwright," says Philippa Rawlinson, director of operations, the Shakespeare Birthplace Trust. "Today Americans account for one in eight of the 820,000 visitors we welcome each year to the Shakespeare family homes. This is the first time we have opened our brand licensing to the U.S., and we’re looking forward to meeting potential partners for our Shakespeare Inspired brand at Licensing Expo.”

The five institutions will exhibit together at Licensing Expo, June 9-11 in Las Vegas, Nev., in the new British Heritage Pavilion. The British Heritage Pavilion will join a series of other country-based areas on the show floor, including zones dedicated to Mexico and China.

"As the former director of Brand Licensing Europe and a Brit myself, I've grown up with these brands," says Jessica Blue, vice president, Licensing Expo. "I am thrilled that licensees from the U.S. and around the world will be introduced to these truly unique institutions and the breadth of opportunities they present. We've been working for years with the heritage sector to develop their presence at BLE in London, and now is a great time to do the same at the Licensing Expo and on the world stage."

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