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Andy Warhol – Andy Warhol Foundation
The Andy Warhol brand celebrated the legacy of the iconic visual artist in 2021 with innovative, Warhol-based products and promotions throughout North America, Asia, and Europe. Among the most notable in 2021 were Andy Warhol x SK-II Limited Edition bottles of Pitera Essence for crystal clear skin, celebrating Warhol’s philosophy on beauty and inclusion. The brand also identified Herschel Supply to combine Warhol’s famous Camouflage artworks with Herschel’s own Woodland Camouflage art on its utilitarian bag silhouettes.
Keith Haring – Artestar
Keith Haring’s evergreen imagery is iconic and instantly recognisable, which makes it a highly desirable brand to collaborate with for surprising but timeless consumer products. This year the brand teamed up with Lee, the dependable denim brand that has ranked as the top denim brand in market share in China since 2014. This range generated over $1million in total sales with the best sellers being jeans, denim jackets, and t-shirts.
Musée du Louvre
Musée du Louvre, the most well-known museum in the world, was officially introduced into China’s licensing market in 2020. The museum’s licensing efforts feature more than 20 partners, including L’Oreal, Häagen-Dazs, Yili, Peak, and Johnson & Johnson. Over 370 SKUs of merchandise were included in various catalogs, with many items sold out within seconds. Sales revenue for licensed merchandise and services exceeded $70 million.
National Palace Museum – National Palace Museum
We select the best-known pieces among the 700,000 artifacts from the collection of the National Palace Museum. With years of experience in commercialization, we transform the artifacts into a series of illustrations, so the collection that embodies thousands of years of Chinese culture could be presented to the world in a brand-new form.
The Natural History Museum
The Natural History Museum, London, is on a mission to create advocates for the planet—an ambition mirrored by its licensing program. In 2021 the Museum became the first in the world to set a science-based target to cut carbon emissions to net zero by 2035. A key presence at COP26, the Museum collaborated with The New York Times Climate Hub, offering its expertise on biodiversity loss and climate change. Innovative collaborations with Desmond & Dempsey and Finisterre in 2021, with sustainability at their core, demonstrate the licensing program’s same commitment.
The New York Botanical Garden – The New York Botanical Garden
The New York Botanical Garden’s (NYBG) brand heritage, beautiful botanicals, stunning archival art and cause-related messaging makes for a flourishing licensing program in 2021. Royalties grew significantly with estimated retail sales exceeding $20 million. NYBG products bloomed in categories that include bath & body, fragrance, tea, home textiles, stationery, puzzles, and floral subscription service. Royalties from the sale of licensed products support NYBG’s work in conservation and research.
V&A – Victoria and Albert Museum
The V&A saw an astounding 22 debut launches and 24 new licensees in 2021, proving the brand’s ongoing appeal and reach across multiple categories and territories. East Asia was a key area of expansion, including a new skincare and cosmetics brand in Korea, four new fashion collaborations, and six new homeware ranges. Homeware was another key category for the V&A, with Sofas & Stuff’s UK launch of the Brompton Collection, Blinds 2Go’s V&A William Morris collection in Europe, and exquisite bone china from Richard Brendon.
