10 Minutes With … V&A on Museum and Heritage Licensing Trends

License Global: What are some of the key collaborations that have defined the V&A’s approach to licensing? 

Lauren Sizeland: I couldn’t say there are particular collaborations, more the learnings from the wide variety of licensee types and categories we have delved into. The category, which for us has achieved sustained success is home furnishings – and this is owed to a combination of the longevity of those relationships, the typical shelf life and price points.

The V&A is not just at one site anymore, with Young V&A opening last summer and V&A East set to open in 2025. How do you use your licensing program to get this messaging across?

As our brand licensing program is based on core values, rather than being site-specific, and we don’t rely on V&A Shops for distribution of our licensed products. However, as we expect to see an expanding visitor demographic, our focus will be on increasing awareness and creating products that will appeal to those new audiences who have not previously been drawn to the product types and styles we have developed to date.

So, we will be seeking licensees who are more likely to engage with Gen Z and Gen Alpha and adapting how we apply our assets to products in ways that will resonate with younger consumers, whilst not alienating our established consumer base.

Related:Brand Licensing Europe is 25!

Lauren Sizeland, V&A

There is a misconception that V&A is a royal museum, but it’s so much more than that. What other assets and IP do you have access to that would work well or are working well from a licensing perspective?

Though the V&A bears a royal name, its collection includes surprisingly few items with direct royal connections. Named in 1899 after Queen Victoria and her consort, Prince Albert, the museum’s history is as fascinating as its treasures. Originally established in 1852 as the Museum of Manufactures, it has continuously evolved, transforming how art and design are collected and presented.

Today, the V&A houses over 5,000 years of human creativity, spanning nearly every medium, from ancient Chinese ceramics and photography prints to arts and crafts wallpapers, art deco furnishings, theater costumes and South Asian textiles. Its diverse collections offer unparalleled inspiration to all who engage with them.

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

We are seeing quite a broad range of categories, from home furnishings, adult and kids’ apparel, stationery and tech. There is a very clear drive for sustainability and promoting the importance of the outdoors and nature on peoples’ well-being, which we are seeing across so many other lifestyle brands also. It depends upon the brand and their core assets and vision as to how they respond to the key trends, which does make for a terrific variety of product styles and qualities, which gives consumers plenty of opportunities to support and enjoy – and hopefully spark curiosity and deeper engagement with heritage brands.

Love & Roses Spring/Summer 2024 collection

The kids’ category is not one, perhaps, that licensees may expect from a museum such as the V&A. Are you focusing on that sector and if so, what product categories are working for you?

As mentioned above, this is a new area for us. We are carrying out research and using market insights and audience data gathered around Young V&A to help inform and shape our direction – BLE will be a valuable arena for some of that research.

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

Notable ranges that will be displayed on our stand this year include the eclectic William De Morgan-inspired apparel collection with FILA and the recent luggage collection with Samsonite, which includes travel cases and bags.

We will also be featuring the fourth range from Love & Roses, a collection that honors the timeless allure and natural beauty of botanical art and a true celebration of lavish floral decoration.

Long-standing licensees, Museum & Galleries and Fells, will also be on display. These will be alongside beautiful campaign imagery from our ever-growing program, highlighting its broad appeal across categories and territories across the world.    

Samsonite and V&A Map of Paris luggage collection

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

I am showing my age now. My first experience of BLE was when it was at the Landmark Hotel, when I launched the licensing program for the Science Museum. In 2005 we exhibited as the V&A, and I remember transporting the stand graphics and all its contents in my VW Polo. Nowadays, we are better resourced with more sophisticated logistics. From those early days, it has always been fun, inclusive and highly worthwhile – with numerous conversations that have led to licenses and collaborations being agreed – 25 years on, it continues to be one of the most important events in our calendar.

Finally, what can we expect from a licensed consumer products perspective from the V&A for the remainder of 2024 and into 2025?

Some of these are closely guarded secrets – but suffice to say we have jewelry, fashion, home fragrance, tech accessories, luggage and stationery launches all in the pipeline with recently signed licensees. Some with a very distinct look and feel, hopefully appealing to those younger generations I mentioned earlier.

See Lauren Sizeland in the panel discussion, “How to Build a Lifestyle Brand,” at 1:45 p.m. on Tuesday, Sept. 24, at Brand Licensing Europe.

Visit V&A at Brand Licensing Europe, which takes place at ExCeL London Sept. 24-26, at stand B263. Register for free for Brand Licensing Europe, here.