Brandgenuity to Rep Royal Shakespeare Company

Theatre company to expand into licensing.

License Global

April 12, 2024

3 Min Read
Royal Shakespeare Company.png, Brandgenuity
Royal Shakespeare CompanyBrandgenuity

Brandgenuity has announced it has been selected as the exclusive global licensing agency for the Royal Shakespeare Company, based in Stratford-upon-Avon, England. For over 60 years, the RSC has crafted inspiring theater from William Shakespeare’s storied home in Stratford-upon-Avon and shared this work worldwide. Its mission is to preserve and evolve Shakespeare’s legacy and other classical and modern theater. RSC is considered a major global center of excellence for theater crafts, where the world’s leading creative minds construct costumes, sets and props in the service of theater’s greatest works. The organization uses innovative approaches and technology to reach current fans and new audiences.

The RSC operates as a charity under a Royal Charter, and all proceeds from licensing will support the RSC’s work, including programs for schools and underserved communities. The RSC has become a global cultural force in recent years through its use of technology alongside international tours and partnerships. Key markets for the brand include the U.K., Europe, the U.S., China, Australia and India. More than 900,000 theater lovers attended an RSC production in 2023, with visitors from 87 countries to theaters in Stratford-upon-Avon and 1.2 million global supporters on online social channels.

The agency will extend the RSC to categories, including fashion and accessories, lifestyle, home and textiles, beauty and grooming, gifting and collectibles and stationery. Partners will have access to the RSC’s expertise, a new style guide and an archive of costumes, props and historical documents.

“We have so much to offer our partners: there is the RSC brand itself, which began with the vision of advancing Shakespeare’s legacy and now exemplifies great theater and artistic excellence,” says Michelle Morton, licensing manager, The Royal Shakespeare Company. “There are plays including the characters, stories, themes, words and phrases we know so well. But what is most exciting and what we think licensees will find most inspiring is the archive … filled with stunning costumes and props, the First Folio from 1623, artwork and photography. Unlike a museum, we’re constantly producing new assets as we’re always staging new interpretations of classic works, as well as new plays. We selected Brandgenuity because they were the best-suited to help us to find partners to craft beautiful, evocative products based on William Shakespeare’s immortal words and the RSC’s unique interpretations of his plays, characters and worlds.”

RSC licensing aims to help bring Shakespeare, the arts and theater to a broader audience. The program will be targeted to theater buffs and literary enthusiasts 35 years of age and older and will give these core fans new ways to celebrate the world of Shakespeare and the RSC. It will also target culturally minded newcomers 18 years of age and older, giving them an opportunity to explore and appreciate the world of Shakespeare and his timeless themes in unexpected ways.
“We feel so honored to have been selected to work on such a beloved, consequential brand,” says Teri Niadna, managing director, Brandgenuity. “It’s a both a national and a global treasure. And the timing could not be better. Art licensing is having a moment. Cause-related, purpose-driven licensing is having a moment. And bringing the arts to a broader audience in the hopes of uplifting and elevating everyone’s lives is timely for sure. Plus, we cannot wait to pull the curtain back on the RSC’s archive. I’ve seen it, and it is magical.”

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