Italian Ministry for Cultural Heritage makes licensing foray

New brand design to be presented at the Bologna Licensing Trade Fair next month.
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Next month's Bologna Licensing Trade Fair will welcome the Ministry of Cultural Heritage and Activities, which is currently working on its own brand design.

The project - which is being managed by the General Directorate for the Promotion of Cultural Heritage - will be presented during the fifth Bologna Fair, which runs from March 19th to 21st.

The original Cultural Heritage project was launched a number of weeks ago with a feasibility study on a competition to select the outside partner to manage the new brand.

The study should be completed by the summer and will also give an estimate of the economic value of the new brand, allowing a business plan to be drawn up for the project.

The aim is for the Cultural Heritage brand to appear on products including crafts and gift items, contemporary design and the 3D reproduction of works of art. The products will largely be sold through the bookshops of the Italian museum network.

"Licensing applied to museums and cultural heritage will be one of the main topics of interest at the new edition of BLTF," said Marco Momoli, exhibition director. "In an economic crisis, it will be interesting to gauge this new way of generating business by our vast cultural and museum heritage, also comparing our efforts with similar initiatives in other European countries.

"We are confident that Italy has a great still untapped potential in the licensing sector worldwide."

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