Boston, MA / Dubai, UAE– The Museum of Fine Arts, Boston (MFA), one of the most comprehensive art museums in the world, is proud to announce its entry into the Middle East market through a strategic collaboration with BBM Licensing, its regional licensing partner, and Jewel Branding & Licensing, its exclusive global licensing agency.

This expansion marks a milestone in the MFA’s  mission to share its world-class collections with global audiences. By leveraging BBM Licensing’s market expertise  in the Middle East, alongside the international reach of Jewel Branding, the MFA will bring its timeless works of art to life across new product categories and experiences.

“This partnership presents endless possibilities for innovation around masterpieces from the MFA’s rich holdings,” said Debra LaKind, Senior Director, Intellectual Property & Business Development at the MFA. “We’re excited about the opportunities to create inspiring, contemporary narratives about our works of art and connecting to new audiences in the Middle East—a region with longstanding appreciation for arts and culture.”

The licensing program will focus on developing thoughtfully designed consumer products, retail experiences, and lifestyle collaborations that celebrate the Museum’s artistic legacy in new and exciting ways. Product categories will include home décor, apparel, stationery, collectibles, and more—each inspired by the MFA’s renowned holdings.

The MFA is renowned in particular for its remarkable holdings of American, European and Japanese art; masterworks from ancient Egypt, Greece, Rome and the Byzantine Empire; and pioneering collections of photography, textiles and jewelry. The MFA’s innovative curatorial approach, coupled with a range of community and educational initiatives, takes visitors on a captivating journey through time and across cultures, fostering dialogue and creating opportunities for greater understanding through art. Additionally, through its traveling exhibitions program, the Museum partners with museums and cultural institutions around the world to share artworks and scholarship.

Amer Bitar, CEO of BBM Licensing, added, “We’re honored to represent the MFA in the Middle East. This partnership creates exciting opportunities to bridge history and innovation, offering consumers and retailers alike a new way to engage with world-class art in their daily lives.”

Julie Newman, CEO of Jewel Branding & Licensing, commented, “Our goal is to help partners tell compelling stories through product. The MFA’s vast collection is a treasure trove of inspiration, and we’re thrilled to support its global expansion with trusted regional partners.”

The launch will be supported by a series of regional activations, brand showcases, and licensing opportunities starting in 2025. Interested licensees and retailers are encouraged to reach out to BBM Licensing for regional collaborations and to Jewel Branding for global partnerships.

About the Museum of Fine Arts, Boston
The MFA brings many worlds together through art. Showcasing masterpieces from ancient to contemporary, our renowned collection of more than half a million works tells a multifaceted story of the human experience—a story that holds unique meaning for everyone. From Boston locals to international travelers, visitors from across the globe come to experience the MFA. Through both art and audience, the Museum brings together diverse perspectives—revealing connections, exploring differences, creating a community where all belong. Plan your visit at mfa.org.

About BBM Licensing
BBM Licensing is a brand management and licensing agency based in Canada and the Middle East. With a deep understanding of regional culture and consumer behavior, BBM Licensing connects iconic global brands with new markets through strategic licensing, retail development, and cultural alignment.

About Jewel Branding & Licensing
Jewel Branding & Licensing is a full-service global brand management and licensing agency. Headquartered in Atlanta, GA, Jewel represents a diverse portfolio of designers and design-based brands including The New York Botanical Garden, Frank Lloyd Wright, Rachael Hale, the National Wildlife Federation and Bouffants & Broken Hearts. Jewel develops and manages strategic licensing programs across a wide array of product categories at all levels of retail around the globe. For more information, visit www.jewelbranding.com.