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Curating Consumers: A Brief Introduction to Heritage Licensing

New to Brand Licensing Europe, heritage brands are quickly becoming a sector catching the eye of many licensees.

License Global

September 30, 2019

1 Min Read

HERITAGE INSTITUTIONS CURATE and maintain centuries of creativity, from archives of textiles and designs to individual artifacts, world landmarks, historical milestones and iconic works of art. Generating more than $1.181 billion in 2017, according to Licensing International’s Global Licensing Industry Survey 2019, the heritage sector – which also includes not-for-profit organizations – stands as one of the most exciting and authentic sources of inspiration for licensees.

It's this authenticity that drives a deeper connection with consumers. Licensed products in this sector such as those inspired by Hokusai's The Great Wave – arguably one of the first globally recognized artworks, and heritage brands, in Japan – draw inspiration from iconic works and provides buyers with authentic consumer-driven design, such as the Great Wave-inspired homeware additions from the British Museum.

“Heritage brands are built on a strong and authentic history,” says Craig Bendle, manager, merchandising and licensing, British Museum. “Of course, heritage licensing is not just about brand association. There is also a strong asset base that can be drawn upon to support exciting licensing product development; in our case, some very well-known objects as diverse as Hokusai’s The Great Wave, The Rosetta Stone, beautiful ancient Greek pottery, the Sutton Hoo helmet, drawings by Michelangelo, the Lewis Chessmen and so on.”

READ THE FULL ARTCLE IN THE SEPT./OCT. ISSUE OF LICENSE GLOBAL!

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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