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Keith Haring (Artestar)
Keith Haring’s artworks convey peace, love, and inclusivity. For the past 30 years, the Keith Haring brand has grown to rival the largest licensed properties in the world. With brand collaborations globally, Keith Haring is not only one of the fastest-growing brands but, as of 2022, also one of the most profitable.
Keith Haring branded collaborations in 2022 have included Coach, H&M, Uniqlo, Converse, Pandora, Medicom, UNO, Adobe, MAC, Coty, and many others, totaling more than 10 million in sales and over 100 licenses globally. The Keith Haring brand has been licensed at a great volume and to such mass acclaim for over 25 years, reaching a peak in 2022. The growth in the brand this past year has been exponential and will continue for years to come.
National Palace Museum (So-net Entertainment)
Jointly developed by So-net Entertainment and The National Palace Museum, the design subverts the public perception that thousands of years of NPM collection are difficult to comprehend. We boldly and creatively extracted elements from our classic artifacts to design a series of patterns, which can be easily applied on different products such as tableware, tote bags, stationery, and even beverage packaging, but are still informative of the function or meaning of the museum objects.
These products with the newly created/recreated images and patterns based on the NPM collection have widely received positive feedback from the market and testify to the NPM’s success in creating new value through licensing efforts. The series of licensing projects have successfully promoted the NPM brand to users beyond regular visitors and fans, and have aroused interests from domestic and global visitors who are curious to know more about the museum’s precious cultural treasures.
The Metropolitan Museum of Art (Beanstalk)
The Met is the most dynamic and inspiring art museum in the world. Home to more than two million works of art spanning 5,000 years, The Met connects people to creativity, knowledge, and ideas and is recognized as the most-visited art museum in the Western Hemisphere and the top tourist attraction in NYC. With over seven million in-person visitors, 30 million online visitors, and more than 10 million social media followers, The Met is a singularly international destination.
Successful partnerships with Pacsun, Doc Martens, and Casetify punctuate The Met’s place in popular culture. Luxury home décor licensees like Ann Gish and social expression licensees like Caspari reinforce the specialness of the brand as an arbiter of global culture. Most importantly, a portion of the proceeds from every sale goes to support the museum’s mission of democratizing access to fine art and the world’s cultural treasures.
The New York Botanical Garden (Jewel Branding & Licensing)
The unique combination of The New York Botanical Garden’s (NYBG) extraordinary brand heritage, beautiful botanicals, stunning archival art, and cause-related messaging makes for a flourishing licensing program. With global expansion, NYBG’s program continues to blossom with 2022 being its most successful year ever. Royalties generated in 2022 grew 41% compared to the prior year, with estimated retail sales exceeding $28 million. The program bloomed thanks to significant growth in Asia, including multiple apparel and accessory programs in Japan as well as steady growth in the U.S. in categories including bath & body, fragrance, tea, chocolate, home textiles, stationery, and gift & floral subscription service. Licensed products leverage this legacy brand and the stunning archival art that dates back to the 12th century from NYBG’s LuEsther T. Mertz Library. Royalties from the sale of licensed products support NYBG’s work in plant research and conservation, horticulture, and education.
Van Gogh Museum Amsterdam
The Van Gogh Museum has a refreshing view on licensing. We actively challenge partners to use the artwork, take elements from paintings, and merge them together. We challenge them to be as creative as Vincent, expressing brands as Vincent expressed himself and delivering beautifully designed products that have a story behind why they have been created by using the letters and thoughts that Vincent wrote when he painted. This is not just any licensing programme; this is the licensing programme from the globally recognised top research centre of Vincent van Gogh with a mission to “inspire a diverse audience with the life and work of Vincent van Gogh and his time.” This is what puts the Museum at the forefront of heritage and institutional licensing. Since 2017, the licensing programme has grown successfully with more than 255% and from around 10 licensees locally to more than 100 licensees worldwide.
Victoria and Albert Museum
2022 has been another year of growth. Now with 95 licensees’ globally, the V&A saw 35 ranges launched—including 19 debut launches and nine new licensees coming on board—proving the brand’s ongoing appeal and reach across multiple categories and territories. The museum saw strong growth in China with the launch of nine new collaborations in fashion, childrenswear, and home goods. Alongside this, the V&A’s Tmall flagship store now features over 200 new and unique products.
2022 saw the ground-breaking launch of the first V&A and Chow Sang Sang Jewellery stores in K11 Musea, Hong Kong, and The Londoner, Macau, with a truly one-of-a-kind jewellery shopping experience. Apparel has been a key category for the V&A, with the richly floral Love & Roses debut launch, Kyoto Marubeni’s intricate Kimono designs, People Tree’s 10th V&A season, and various launches across East Asia including M.Latin, Hopeshow, and Ledin.
