The entertainment, sport and brand licensing agency, WildBrain CPLG, has signed a deal with The Metropolitan Museum of Art to exclusively represent the iconic New York institution as it looks to build out a licensing programme across EMEA.
Housing it under its Lifestyle division, WildBrain CPLG will assemble a licensing programme for The Met designed to appeal to families, millennials, and a diverse international audience across categories, including homewares, apparel, accessories, stationery, gifting, toys and activities, health and beauty, and collaborations.
The licensing agency will create a merchandise programme that combines The Met’s collections and art works, with the diversity and energy of New York and the museum’s mission to ‘collect, study, conserve and present significant works of art across all times and cultures in order to connect people to creativity, knowledge and ideas.’ The team will initially focus on building product ranges that utilise assets from a cross-section of The Met’s 17 curatorial departments and are tied into current fashion and homeware trends.
Victoria Whellans, group brands director at WildBrain CPLG Lifestyle, said: “The Metropolitan Museum of Art is one of the world’s most dynamic and inspiring museums and we’re very excited to add this prestigious institution to our expanding Lifestyle portfolio. As we begin building a unique licensing programme which will reinforce The Met as both educational and accessible, we look forward to bringing fresh, authentic and unexpected product ranges to a diverse selection of consumers across EMEA.”
Lisa Silverman Meyers, head of licensing and partnerships at The Metropolitan Museum of Art, added: “WildBrain CPLG has a unique passion for storytelling and shares our belief in the power that museums have to foster understanding through art and culture. Their dedication to our goal of bringing The Met to new places in new ways, paired with WildBrain CPLG’s proven track record of success throughout EMEA makes them an ideal partner for the Museum.”
Founded in 1870, The Metropolitan Museum of Art lives in three iconic sites in New York City – The Met Fifth Avenue, The Met Breuer, and The Met Cloisters. The museum is home to two million works spanning 5,000 years of art and ranks as the most-visited art museum in the Western hemisphere.
The Met is also the number one tourist attraction in New York City, with over seven million visits and 30 million web visitors in 2019. The Met celebrated its 150th anniversary on 13th April 2020.