Following on from a successful 2009, the Natural History Museum is aiming to make further inroads into the licensing sector next year.
More than ten new licensees have been signed up by the heritage brand, taking the list of partners up to 30.
New licensees include Aurora World for a Natural History Museum favourites line of plush; Pyramid is on board for posters, badges and stickers; while Gemma International has just been signed for children's greetings cards and wrap, partyware and stationery.
"We're so very pleased to be working with the Natural History Museum," said Tim Rudd-Clarke, licensing director at Gemma. "There is a strong interest from children in the natural world and as the leaders in children's licensed product, this is what we call a natural fit."
Elsewhere, the BBC spent 2009 filming at the museum for a new six episode series which will be screened in 2010. It is estimated that the series will reach some eight million viewers, bring solid exposure for the NHM brand and its licensees.
Meanwhile, in the US, The Wildflower Group has been named North American licensing agent for the museum.
Jeremy Ensor, head of licensing at NHM, added: "We are delighted to be working with The Wildflower Group and look forward to bringing the wonders of the natural world to new and exciting products in North America."