Agency to develop international licensing programme featuring Gallery's collection of paintings.
JELC has grown its portfolio with the addition of the National Gallery Company.
The firm will now look to develop an international licensing programme featuring the National Gallery's collection of some of the best paintings in the world.
With almost six million visitors a year, the National Gallery is the fourth most visited museum in the world. It houses the national collection of paintings in the Western European tradition from the 13th to 19th century. It contains over 2,300 works including famous paintings such as Van Gogh's Sunflowers and van Eyck's Amolfini Portrait among others.
Royalty income generated by the licensing programme will contribute towards supporting the Gallery.
"By appointing JELC our aim is to develop a programme of licensed products which will be widely available in mid to high tier retailers across a broad spectrum of product categories in as many territories as possible around the world," said Judith Mather, buying and merchandise director at the National Gallery Company.
"We also wish to expand our highly popular food and drink range, Delicious Art. JELC is our agency of choice because of the expertise, passion and enthusiasm the team brings to the project."
Janet Woodward, joint MD at JELC, added: "We are absolutely delighted to be appointed to represent such a prestigious and exciting client. The collection is breathtaking and we will be targeting high quality manufacturers across a range of categories from paper-based to health and beauty, outdoor living, home décor and many more."