The British Museum has appointed specialist brand agency TSBA Group to build a global licensing campaign on its behalf.
The three-year partnership will aim to take the British Museum brand into new markets including toys, homewares, apparel, jewellery, giftware and accessories.
Through the new licensing programme, TSBA will look to communicate the Museum and its values to a wide audience, promote its role as telling the story of cultural achievement throughout the world and raise awareness of the British Museum itself.
The British Museum boasts a vast and unique collection of over eight million objects sourced from across thousands of years of history, a factor the Museum believes will provide potential licensees with ‘a wealth of exciting opportunities.’
Craig Bendle, manager of merchandise licensing, British Museum, said: “we are very impressed both with the professionalism of TSBA Group and the obvious energy and focus it can give to the British Museum’s licensing programme.
“In particular TSBA has strong experience in working with heritage assets. We are looking forward to working with TSBA Group on driving our licensing programme forward over the coming years, and to sharing the British Museum with the world.”
Ian Mallalue, CEO of TSBA Group, added: “We are honoured to have been chosen to work with an iconic destination that has been described as ‘where the world meets the world.’
“We are now looking forward to developing what we are sure will be an exciting, innovative, yet authentic global programme that realizes the British Museum’s extraordinary and unique potential. Where else can the history of humanity be harnessed to inspire, educate and delight on a global pplatform.”