As BLE opens its doors, museums and cultural institutions build their licensing presence – with art IP recording fourth consecutive year of global growth
Museums, galleries and cultural institutions are making an increasingly significant mark on the licensing landscape, according to new data from Licensing International, event sponsor of Brand Licensing Europe (BLE), which opens its doors at Excel London.
The latest data from Licensing International’s Global Licensing Industry Study reveals that the Art property type rose 5.7% globally in 2025, its fourth consecutive year of growth. The Location-Based Experiences/Themed Attractions/Promotions product category, which includes immersive experiences at museums and art galleries alongside other attractions and promotions, also performed strongly, increasing 6% globally in 2025, following a 5.5% rise the previous year.
The global picture is reflected across individual markets. In the UK, the Art property type rose 8.4%, outpacing the 5.7% global increase, while LBE/Themed Attractions/Promos – which includes immersive experiences at museums and art galleries alongside other attractions and promotions – increased 53.4%.
Louisa Skevington, Licensing Manager at the Natural History Museum, said: “The report findings very much reflect what we’re seeing. Our licensing programme continues to grow consistently at around 15% year on year, while the increasing importance of experiences highlighted in the research is also reflected in how our own programme is evolving.”
This momentum is reflected on the BLE show floor, where a growing number of museums, galleries and heritage organisations are exploring opportunities to extend their collections, stories and brands into new products, partnerships and experiences. New exhibitors this year include The National Gallery, National Trust for Scotland, Ashmolean Museum and Tate Enterprises, joining The British Museum, The Natural History Museum, V&A, Imperial War Museum and the Van Gogh Museum.
The cultural sector forms part of a global licensing industry that generated $389.8 billion in sales of licensed merchandise and services in 2025, up 5.45% year on year.
“As BLE opens its doors today, many of the shifts highlighted in this research are reflected across the show floor, from the growing presence of museums and cultural institutions to the continued strength of entertainment, sport, gaming and lifestyle,” said Ella Haynes, Event Director, Brand Licensing Europe, which is sponsored by Licensing International.
“We’re seeing real appetite from retailers and manufacturers to explore the potential of museum and heritage collections too, across categories from homewares to apparel. There are incredible archives to draw on and so many possibilities for interpreting them in ways that resonate with today’s consumers. Bringing everyone together at BLE is where those conversations can start and new partnerships take shape.”
Brand Licensing Europe takes place at Excel London this week, 6-8 October 2026.
