The Museum of Fine Arts, Boston (MFA) Continues to Expand Its Brand Presence and Shares Its World-Renowned Collections with New Audiences in China
Recent licensing activity includes collaborations in the restaurant, fashion, health, beauty, electronics and home goods sectors. Alfilo Brands is the MFA’s master licensee in greater China.
The MFA has one of the largest holdings of the celebrated Impressionist artist Claude Monet outside of France. The MFA and Pizza Hut, one of the most popular restaurants for young people and families with over 2,281 stores in China created an exclusive month long “Monet Garden Afternoon Tea” event at hundreds of Pizza Hut locations, and hosted a “Monet Night Garden” multi-media experience in both Shanghai and Hangzhou. Building upon the success of the “Monet Garden” in-restaurant experiences, delivery take-out boxes and cups were also created, reproducing Monet paintings from the MFA’s expansive collection.
The MFA’s Monet’s collection has also been reproduced on packaging with Genuine Namir, a truly safe, natural and effective skin care brand. Its plant-based ingredients effectively cure skin issues. Over 10,000 bottles of MFA licensed toner sold out within the first month after launching the product.
Pegavision, one of the best solution providers in soft contact lenses also reproduced the MFA’s Monet collection on its packaging.
Kindle continues to add product and artwork to its MFA Monet custom-designed cases, currently selling on the Kindle Tmall store.
A very unique fashion licensing collaboration with Eve Zhang, one of the most well-known influencers’ (KOL) apparel brands in China was recently launched. Eve Zang has over 11.92 Million followers on her Taobao store. Works of art from the MFA’s French Fashion Plate collection and contemporary artist Piet Mondrian served as inspiration for Eve Zang’s fashion creations.
These new and exciting licensing collaborations support the MFA’s mission of bringing art and people together on many levels,” said Debra LaKind, Senior Director, Intellectual Property & Business Development at the MFA. “We believe in the power of art, and are thrilled that our collection continues to be globally accessible throughout China with the help of Alfilo Brands, and the MFA’s Weibo and WeChat platforms.”
*Contact Debra LaKind, dlakind@mfa.org
