From hotel suites to virtual reality, museums turn to licensing deals as costs rise
Summary
Museums in the UK are using licensing deals to make more money as their costs rise and government funding drops. They partner with brands to create products like hotel rooms, clothing, and virtual reality experiences that feature their collections and stories.Key Facts
- The Natural History Museum offers hotel rooms inspired by its exhibits, such as a family suite with dinosaur-themed bunk beds.
- Licensing sales in the UK grew 7% last year, reaching $19.2 billion, according to Licensing International.
- The "art property" category, including museums, grew by more than 8%, while immersive experiences grew 53%.
- The Natural History Museum has licensed paint collections, dinosaur-print clothing, and virtual reality dinosaur adventures.
- Many museums, like the British Museum and the Victoria and Albert Museum, participate in the Brand Licensing Europe conference to promote licensing.
- The British Museum collaborated with luxury store Liberty for Bayeux tapestry-themed products.
- The Victoria and Albert Museum launched 63 new product ranges in 2025, including phone cases and artwork for Samsung’s art-display TV.
- Museums use licensing to reach wider audiences and create new income from their collections beyond ticket sales.
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