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Frank Lloyd Wright Foundation (Jewel Branding & Licensing)
The Frank Lloyd Wright Foundation advances the legacy of one of history’s most influential architects by translating Wright’s design principles into contemporary products. Recognized by Fast Company’s Innovation by Design Awards, the Foundation’s robust and growing licensing program includes more than 50 licensees, each focused on interpreting Wright’s principles of organic architecture. In 2025, the program expanded with new innovative introductions. Highlights included the Airstream Frank Lloyd Wright Usonian Limited Edition Travel Trailer, translating Wright’s ideas into mobile living, and Brizo’s Frank Lloyd Wright® Kitchen Collection, bringing Wright’s philosophy into the home through innovative faucet design and intentional asymmetry. The program also introduced Wright to new audiences through unique partnerships, including Areaware’s Blockitecture® Usonian Set of architectural building blocks and an apparel capsule sold at Urban Outfitters and PacSun. Each collaboration preserves Wright’s legacy and the proceeds support the Foundation’s mission to inspire meaningful connections to nature, the arts, and each other.
Liberty London
Celebrating its 150th anniversary in 2025, Liberty London is a well-established, heritage brand that has made a significant impact in the world of design. Liberty is associated with the world of arts and culture, building on its founder’s legacy to seek out the new and beautiful. Liberty focuses on a design-led approach to licensing, collaborating with partners that are specialists in their field with an international presence. Success has been driven across multiple categories, starting with the phenomenally successful adidas Originals x Liberty London collection. 2025 also saw the brand collaborate with Samsung in tech, the Kartell x Liberty home collection (which won multiple awards), home accessories with Wolf 1834, and a brilliant launch in kids’ décor with Meri Meri. Celebratory highlights included a special-edition coin from the British Royal Mint, new publications, and exhibitions in Osaka and London.
The Metropolitan Museum of Art (Beanstalk)
The Metropolitan Museum of Art, one of the world’s most iconic cultural institutions, represents over 5,000 years of global art and welcomes more than five million visitors annually. Its licensing program includes more than 80 partners worldwide and brings The Met’s two million–piece collection into everyday life. The program spans luxury home décor collaborations with Eichholtz furniture, Ann Gish bedding, and Sedar home in the Middle East, alongside culturally relevant consumer partnerships that integrate art into modern lifestyles. Longstanding collaborations with PacSun, including a holiday launch inspired by The Met Cloisters, engage new audiences through art-driven apparel. A Band-Aid partnership featuring Hokusai-inspired designs further demonstrates the program’s ability to make iconic works accessible through everyday products. Driven by creativity, relevance, and strong brand alignment, The Met’s licensing strategy delivers sustained growth while expanding the Museum’s global reach and cultural impact
Natural History Museum London
2025 was another standout year for NHM, welcoming nine new licensees across multiple new categories and further expanding our footprint in the U.K. and internationally. Location-based entertainment remained a major highlight, led by the hugely anticipated NHM x Pokémon collaboration launching in January 2026. The launch exceeded expectations, with 105,000 free tickets secured within just one hour. Building on this momentum, NHM introduced its first-ever touring theatre production, Dinosaurs Live!, presented by Mark Thompson Productions, which played to 60 U.K. theatres in 2025, with a further 60 dates already confirmed for 2026. International growth also accelerated, with new agency appointments across North America, China, and South Korea.
New York Botanical Garden (NYBG) (Jewel Branding & Licensing)
The New York Botanical Garden (NYBG) continues to stand out as one of the most dynamic art- and design-driven cultural brands globally. Rooted in extraordinary heritage, living collections, and a world-class botanical art archive, NYBG’s licensing program invites partners to help people discover beauty, knowledge, and wellbeing in the natural world—while supporting the Garden’s mission. Distinctly modern and design-forward, NYBG encourages partners to reinterpret archival assets through bold palettes, contemporary silhouettes, and fresh storytelling. The program expanded in the U.S. and internationally across Europe, Asia, and MENA with standout launches, including fashion collections from Reiss, Cotton On, TopTen10 Korea, Alex + Ani, and Bioworld alongside new introductions in food, stationery, live florals, and beauty from long-standing partners Tea Forté, BloomsyBox, Clarkson Potter, and Caswell-Massey. Every collaboration supports NYBG’s mission-driven work in global plant research, conservation, horticulture, and education—demonstrating how cultural heritage brands can thrive through innovation and impact.
SUZHOU MUSEUM (Beijing Qianli Cultural Creativity Co., Ltd.)
Suzhou Museum’s IP licensing program stands as an exemplary model of systematic cultural innovation within Asia’s licensing industry. The program executes a sophisticated three-tiered strategy with high-end collaborations (EMZ, Beast) that redefine craftsmanship and aesthetic excellence, mass-market partnerships (Miniso)that actively engage younger audiences, and digital ecosystem integrations (Alipay) that enable scalable, immersive reach. Moving beyond superficial motif application, the program achieves profound cultural translation, transforming architectural grace and artistic heritage into contemporary products that resonate across diverse lifestyles and sectors. This holistic approach not only bridges a rich artistic legacy with modern commercial vitality but has also delivered remarkable market performance and demonstrated significant commercial impact and consumer appeal. The program thus establishes a replicable, sustainable framework for the revitalization of cultural IP in a global context.
V&A
Under new leadership in 2025, the V&A’s global brand licensing programme achieved 70 product launches, expanding into new categories like childrenswear and technology. Interiors remained the V&A’s strongest category. It was strengthened by the addition of the U.K.’s top made-to-measure blinds company, Hillarys, which launched a range of five William Morris designs. Paid social generated 931,000 impressions and direct mail was sent to seven million people. In Asia, the V&A’s skincare collaboration with HealerB launched redesigned product into the market and was featured in K-Beauty retailer Olive Young. It also launched in Thailand and Vietnam. The V&A continues to share its archives with new audiences. Tech accessories brand Casetify reimagined William Morris prints on mirror phone cases, while stationery company Ohh Deer recoloured historical assets with contemporary neon palettes, widening their appeal. Meanwhile, innovative childrenswear brand Petit Pli joined the programme. With strong environmental credentials, the pleated design means that one garment replaces up to seven traditional sizes.
