The Natural History Museum today announced a landmark collaboration with themed attraction design company Katapult, to create unique, licensable experiences.

The new collaboration will leverage the Museum’s globally recognised brand and scientific expertise with Katapult’s award-winning design skills to produce a new portfolio of immersive experiences. The new concepts are being developed specifically for visitor attractions, operators, and investors seeking commercially successful and highly marketable attractions.

Katapult will be holding exclusive, preliminary conversations with interested parties at the IAAPA Expo Orlando 2025.

Speaking on the announcement, Maxine Lister, Head of Licensing at the Natural History Museum, said: “In recent years, the Museum has expanded into immersive forms of storytelling to connect with new audiences. This collaboration with Katapult will leverage their exceptional skills to bring the story of our planet’s history to a brand-new audience. We want to inspire families, fill them with wonder for our natural world, and empower them to take action to shape its future.”

“We are thrilled to be working with the Natural History Museum, a global authority on the natural world,” said Dawn Foote, CEO and Co-Founder of Katapult. “This collaboration allows us to do what we do best: tell incredible stories through unforgettable experiences, while also being commercially successful. We’re excited to invite interested partners to meet with us during the IAAPA Expo to explore opportunities”.

Investment and partnership opportunities are now available. Interested parties attending IAAPA Expo Orlando are encouraged to visit the Katapult booth (1375) to schedule a private discussion about this new venture. 

About Commercial Licensing at the Natural History Museum
The Natural History Museum is an iconic heritage brand known and loved all over the world, and the winner of best licensed heritage brand for four years running. Its licensing department develops innovative products that reflect the Museum’s core values and inspire a love of the natural world.  

The breadth of the Museum’s collections, encompassing 80 million specimens, and its archives bursting with incredible artwork, enables it to be endlessly creative with the brands it collaborates with and the products they bring to life together, from apparel and stationery to gifting, homewares and toys.  

We are proud that the quality of the Museum and its licensees’ work has been recognised with 20 licensing industry awards since 2019. This includes the best licensed preschool or accessories range at the 2024 Licensing Awards, and best brand home décor product or range at the 2024 Brand and Lifestyle Awards.   

The Museum’s licensing department continues to team up with prestigious brands and retailers which share its vision of creativity and sustainability both within the UK and globally.   

About the Natural History Museum 
The Natural History Museum is a world-leading science centre and one of the most visited attractions in the UK. A global source of curiosity, inspiration and joy. 

Our vision is to build a future in which both people and the planet thrive. We aim to be a catalyst for change, engaging advocates for the planet in everything that we do. Our 400 scientists are finding solutions to the planetary emergency in all aspects of life.  

Visit, join and support the Natural History Museum today. Protecting the planet. It’s in our nature.  

About Katapult
Katapult designs themed attractions, experiences and destinations that amaze and engage visitors globally. Their work is enjoyed by 95 million visitors, at 120 attractions, in 26 different countries, every year. They are the world’s first B-Corp Certified themed attraction design company.