London – The British Museum invites licensing and retail partners to make history together as the world-renowned institution prepares to make its Brand Licensing Europe show debut.

Officially the UK’s most visited tourist attraction*, The British Museum welcomed 5.8 million curious minds through its doors in 2023.  The first national public museum in the world, for more than 250 years it has offered those who visit the chance to experience cultures from around the globe and explore over two million years of human history. 

Brand Licensing Europe 2024 provides a platform for potential partners to explore the huge potential of this high equity brand IP.  As master storytellers, The British Museum will showcase its dual licensing strategy, which is anchored by an amazing selection of 1200 objects from the Museum’s over 8 million objects, each with its own unique narrative that will add value, interest and authenticity to partners.

Clever animated imaginings of key artefacts in the form of the character Bastet, based on the world famous bronze Gayer-Anderson cat from the Ancient Egyptian collection, extends the reach of the Museum’s programme into the character licensing space.  A proven success on site in the Museum and in China, where the property launched in 2016, the Bastet programme is now launching globally, providing an accessible and relatable entry point into the Museum for young people, children, families and Millennials alike.

The Museum’s collection will also continue to inspire traditional licensing with the Museum focused on audience and category expansion and building upon the strong foundational consumer products programme which continues to attract best-in-class licensees and retailers enticed by the opportunity to offer their customers a little piece of history.

*Association of Leading Visitor Attractions (ALVA)

Visit The British Museum at Stand C250

About the British Museum
Founded in 1753, the British Museum was the first national public museum in the world. From the outset it was a museum of the world, for the world, and this idea still lies at the heart of the Museum’s mission today. The collection tells the stories of cultures across the world, from the dawn of human history, over two million years ago, to the present. Objects range from the earliest tools made by humans and treasures from the ancient world to more recent acquisitions from Africa, Oceania and the Americas, the Middle East, Asia and Europe, as well as the national collections of prints and drawings, and coins and medals