National Gallery looks to licensing

Samantha Loveday of Licensing.biz reports that the unique assets of the gallery's art and design collection are to be unlocked with new merchandise for the first time.

With art and design properties increasingly making their mark within the licensing world, The National Gallery is looking to unlock the commercial potential of its brand by moving into the business.

The home of some of the world's greatest masterpieces attracts five million visitors a year and a style guide has now been created to offer potential licensees an insight into the collection.

"The style guide has a mix of product ideas, design inspiration and packaging and brand guidance, which offers an excellent platform from which licensees can explore and experiment with National Gallery content," said Kate Barker, business development and merchandise director for The National Gallery Company.

The company has been working with Ian Downes from Start Licensing on the creation of the style guide, and he is confident licensees will find it an informative guide to work with.

"Having seen the success other museums and galleries have recently achieved in licensing, I am sure the National Gallery will develop a successful licensing programme," he said.

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