BLE 2012: Imperial War Museums seeks licensees

Kicks off 'vibrant' four-year programme marketing the Centenary of the First World War.
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Imperial War Museums is returning to Brand Licensing Europe this year to offer a host of licensing opportunities.

It wants to attract new licensees and retailers keen to take advantage of the events and international interest that the First World War Centenary will generate. In addition to gifts and stationery, IWM will look to build categories such as fast-moving consumer goods, promotions, toys and games, as part of a four-year licensing programme from 2014 to 2018.

IWM already works with a number of licensees including Airfix, Pyramid Posters, J Salmon, Flame Tree, Globee, Denby and SLG for a male toiletries range at Marks and Spencer. 

Licensees will have access to IWM’s First World War collections, which include posters and graphic arts, film, letters, diaries, photographs, paintings and sculptures. 

There are over two million visitors to IWM’s five branches every year. IWM says it can support its licensees by reaching target consumers through its own communication channel. It has 4.5 million web visitors, 60,000 news subscribers and over 50,000 followers on social media channels.

IWM London is undergoing a £35 million transformation by Fosters + Partners. There will be new First World War galleries, a new atrium, as well as new shop and café facilities set to open in summer 2014, to mark the Centenary of the First World War.

“This is an incredible, once in a lifetime opportunity for retailers and licensees”, said Barry Smith, assistant director, commercial at IWM. “The Centenary of the start of the First World War in 2014 will be the next big cultural event for the UK as we look back on the war that shaped the world we live in today. 

“The licensing programme we’re building will link licensees to our world class expertise and rich archive of First World War assets that have the potential to inspire some very special licensed product.”

IWM will be exhibiting at stand B105. To book an appointment you can contact Gudrun Muller at

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