10 Minutes With … The British Museum on Exhibiting at Brand Licensing Europe for the First Time

How would you describe the British Museum licensing program and the reasons for using brand licensing?

Craig Bendle: Story driven. Creative. Collaborative. Global. Commercial. All of these words describe what we do in our licensing program. We aim to work with partners to create mutually successful projects both from a commercial point of view, but also from a brand extension point of view.

To understand our reasons for using brand licensing, we need to look at the origins of the museum itself. Founded in 1753, The British Museum was the first national public museum in the world and from the outset, it was “a museum of the world, for the world.” This idea still lies at the heart of the museum’s mission today and is central to our philosophy that brand licensing offers a highly innovative way to extend our collection to new audiences across the globe. We feel that this idea is of great benefit to our partners, creating a sense of story, of authenticity and of difference to products that add real value to consumers.

Craig Bendle, The British Museum

What are some of the key collaborations that have defined the British Museum’s approach to licensing?

We’ve had a number of fantastic collaborations across a broad number of categories over the years that we’re incredibly proud of. We’re an adaptable team that not only focuses on traditional products but also embraces innovative opportunities in the digital space, continually exploring both broad and niche markets to grow our offering.

Related:The British Museum Announces Brand Licensing Europe Debut

A personal highlight for me was some gloriously creative ranges with Warehouse and Karen Millen, inspired by artwork in our Prints & Drawings collection. Of course, we have a large licensing program operating in China; seeing our pop-up store in collaboration with Hello Kitty was incredible, alongside the incredible amount of product development we do there.

Our approach to licensing is continuously evolving and innovating to adapt to market changes and trends. We have several exciting collaborations currently in works, set to launch soon, that will further reinforce the museum’s position as a dynamic, energetic and creative licensor. So, watch this space.

Bastet Speaker, The British Museum

What do you look for in a licensing partner, and how do you identify those potential partners?

Ideally, we’re looking for projects that excite us. Whether that be because there is a new and fresh way of looking at our museum and its collection, or if a partnership feels “just right” from a brand extension perspective. Translating that energy into a brand licensing project then feels like an authentic and natural thing to do, and we believe that will be evident to the consumer. If that is the experience of the end consumer, then it is highly likely the project will be successful.

The museum’s licensing team is passionate about the museum and is excited by the endless possibilities of interpreting the collection. We are endlessly looking at the market, at trends, ideas for new partnerships and product innovation – it is important to say our door is always open for a conversation … all great licensing projects begin with a chat.

Bastet Ambient Light, The British Museum

What is trending in the museum and heritage category, from a licensed consumer products perspective?

The museum and heritage category is, in my view, one of the most exciting in the industry. More and more licensees are seeing the benefits of the resources, reach and awareness heritage-based licensing can offer. All of these museum objects provide ideas, imagery and stories for licensing partners unmatched by mainstream brands. What I’m loving seeing is a growth in some high-end creative projects in home and fashion categories, as well as some very collaborative special projects with established IPs. But overall, I’m so pleased to see so much happening in the market. This is so exciting to see, not just from the point of view of the category benefiting from brand licensing commercially, but also to see museums at the forefront of consumers’ minds.

Bastet Valentines Day Bluetooth Speaker, The British Museum

What will you be highlighting and showcasing at your booth at BLE this year?

We’ll be helping to tell the story of human history, of course. We have a dual licensing strategy that will be anchored on our stand through an amazing selection from the museum’s over eight million objects, each with its own unique narrative. We’ll be inviting attendees to pop in to say hello, meet with us and see how we can make history together.

We’ll also be introducing Brand Licensing Europe to our character IP, Bastet, based on the world-famous bronze Gayer-Anderson cat from the Ancient Egyptian collection. Already proven successful both on-site at the museum and in China, we’re now in the process of launching the Bastet program globally, providing an accessible and relatable entry point into the museum for young people, children, families and millennials alike.

This year BLE celebrates its 25th anniversary. Have you attended the show before? What is your first memory of the show? Do you have any particular highlights from over the years?

Actually, this is our first year of having a stand at the show, so we are coming to make new memories, friendships and partnerships. I have attended previous shows, of course, and my first memories of the show are color, energy and intensity. And I’ll never forget witnessing my first character parade!

Bastet Night Light, The British Museum

What can we expect from the British Museum for the remainder of 2024 and into 2025?

The museum’s collection continues to be a top priority for us, and we’ll be using the rest of the year and 2025 to focus on category expansion in our already-strong foundational consumer products program, highlighting to partners just how much value and an added layer of authenticity heritage licensing can bring to their offering.

We’ll also be placing a huge emphasis on our new character IP, Bastet. As newcomers to character licensing, the opportunity at hand to innovate and extend the museum’s reach to new audiences is incredibly exciting. We can’t wait to use Bastet to create new avenues for collaboration with partners old, existing and new.

Visit The British Museum at BLE at stand C250

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