Copyrights Asia is on board to grow the European art gallery in the Japanese market.

The National Gallery, in partnership with its global licensing agency JELC, has tapped Copyrights Asia to serve as its merchandising agent in Japan.

Through the partnership, Copyrights Asia will develop a licensing program that utilizes the Gallery’s expansive range of art–including its national collection of Western European art, which includes such paintings as Van Goh’s Sunflowers and Monet’s The Water-Lily Pond.

“We’re very excited to have been selected as licensing agent for The National Gallery,” says David Buckley, president, Copyrights Asia. “Japanese travelling to London have long made the National Gallery one of their top choices to visit. We now have the opportunity to bring that experience to Japan as we work with local partners to create and import products inspired by The National Gallery’s vast collections of masterpieces. We are confident that the Japanese love of art and of high-quality unique products will combine to create a strong brand presence for many years to come.”

The new agreement also signifies the beginning of the development of a global licensing program for the Gallery, which will build on its U.K. program that now boasts nearly 40 licensees.

“Japan is a market with vast potential for the Gallery’s licensing program but we needed to work with a local organization that is both respected and experienced,” says Jane Evans, managing director, JELC. “Copyrights Asia is just such an organization. We are thrilled to appoint Copyrights Asia as our partner agency in Japan.”