Licensing has become an important way for museums and cultural institutions to share their stories beyond their own walls – from thoughtfully curated product ranges and brand collaborations to digital experiences that reach global audiences. At the same time, licensing can feel opaque, overly technical, or “too commercial” for many cultural teams.

In this webinar, Marijn Veraart will unpack the basics of licensing specifically for museums, galleries, archives and other cultural organizations. With more than 25 years of experience at the intersection of heritage, creativity and commerce – including eight years leading global licensing and partnerships at the Van Gogh Museum, and work with brands such as Walt Disney and Mercis (Miffy) – she shows how licensing can translate artistic legacy into contemporary relevance while respecting cultural integrity.

She will be joined by Robin Sayetta, Founder & CEO of Sayetta Brand Advisors, a leading expert in licensing, collaborations and brand partnerships for mission‑driven brands and cultural organizations. Robin led licensing and business development at The Museum of Modern Art (MoMA) for over a decade, building a licensing program that opened new income streams and extended MoMA’s reach, after earlier roles at Discovery Communications, Condé Nast and Scholastic leading brand extension and partnership initiatives and bringing a strong audience focused, commercially savvy mindset into the cultural sector.

Together, Marijn and Robin will walk participants through the key concepts, roles and decision points involved in setting up or strengthening a licensing approach. They will explore why heritage and museum brands are so attractive to partners, what a successful collaboration looks like in practice, and which guardrails help institutions stay true to their values.

This webinar is especially relevant for:

• Museum and cultural institution leaders exploring licensing for the first time
• Collections, development, retail and communications teams who interact with potential partners
• Cultural professionals curious about how licensing can support audience engagement, positioning and income generation

By the end of the session, participants will have a clearer grasp of the fundamentals and the language needed to navigate internal discussions and external licensing requests.