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TOTAL LICENSING
Licensing a World Class Museum
The Victoria and Albert Museum is the companying each piece in the range are swing tag which gives the history of
greatest museum of decorative arts supporting stories and pictures of the the design and its inspiration.
and design in the world. With over original pieces from which the inspira� A selection of four bone china gift�
five million objects from many of the tion was taken, together with designer ware collections, including decorative
world’s richest cultures the V&A’s col� led packaging and a full merchandise ceramic teapot stands, mugs, cups and
lections are unrivalled in their scope pack. Primarily aimed at department saucers and trinket boxes has also
and diversity, providing today’s design� stores, mail order and shopping chan� been launched. The designs include
ers with a tremendous source of in� nels this large collection targets fash� John Henry Dearle’s familiar Clover
spiration. ionistas and history buffs alike. design, the he Alice Alice inin Wonderlandonderland col�
The Victoria & Albert Museum’s Col� lection � an adaptation of C�A AVoysey’s s
lections continue to provide the in� original design for fabric and wallpaper,
spiration for a diverse new ranges of artwork from William De Morgan’s tile
licensed product.. �rom om jewellery y to to designs of fish and flowers and a toy
bed linen and toiletries to frying pans collection with soldier and drummer
the V&A’s collections are being used to designs based on the hand�coloured
great effect on a variety of housewares lithographs and etchings from the
and giftware.
Launched in March 2008, the V&A and
Lindner Toy catalogue from 1840.
V&A Licensing encourages a contem�
Debenhams department stores col�
A range of giftwrap in association with
porary design approach rather than
laborated to exclusively launch the
Penny Kennedy has also been licensed.
a simply ‘classic’ object inspiration or
new V&A collection of tableware and
The Summer collection used an Indian
reproduction. Its works with manufac�
decorative home accessories, inspired
paisley shawl as its inspiration. Christ�
For further details
turers and designers world wide, in a
by William Morris. Enthused by the
mas 2008 sees the new Christmas
about the V&A
variety of product areas, such as inte�
designs Cray & Chrysanthemum, the
ranges including crackers that use Vic�
Licensing program
riors and homeware, china and glass,
Debenhams V&A range included bone
torian ephemera and Christmas card
contact the
stationery, accessories and jewellery.
china, faux leather and wooden frames,
designs from the collection.
Licensing Team on
The aim is to extend the product sec�
glass trinket trays and desk accessories
In addition, a range of designer pens
+44 (0)20 7942 2966
tors and encourage greater utilisation
such as notebooks and storage boxes.
has been produced under license with
or email
of the collections through new devel�
The new V&A bedlinen collection is a
Yarto. The pens feature a variety of im�
licensing@vam.ac.uk.
opments with licensees and retail part�
result of a collaboration between the
ages from 1920s geometric, through
ners. The additional appeal to the con�
V&A and Bedeck. Launched in Spring/
18
th
century textiles, and Japanese ki�
Alternatively visit
sumer is that all profits are covenanted
Summer 2008 the collection com�
mono fabrics.
Stand 110 at Brand
to the V&A to help fund its activities.
prises six floral ranges, including Spring
Watering cans, flasks and waterbottles
Licensing Europe.
The V&A’s s international international touringtouring exhibi�
Garden, Star �loral, Pinks, Vintage Rose,
have also been signed, continuing the
tion program offers further opportu�
Country Meadow and Peony. The range
expansion of the extremely popular
nities for authentic and inspired prod�
encompasses duvet cover sets, cush�
range originally launched in 2007 fea�
ucts. Exhibitions, such as Art Deco,
ions and throws, quilted throwovers
turing Anemone, Cray and Daisy de�
Arts and Crafts, Vivienne Westwood
and ready�made curtains. Three of the
signs from the Arts and Crafts textile
and The Golden Age of Couture tour
designs also have co�ordinating towels.
collection.
globally, thereby increasing awareness
�rying Pans were launched in Summer
The 2009 Grace and Glamour fashion
of the V&A’s phenomenal
2008 by Imperial International in asso�
calendar exclusively features the work
cultural wealth.
ciation with TVS, one of Europe’s lead�
of John �rench. (This archive of work
In terms of licensed product
ing cookware manufacturers. Patterns
by the British fashion photographer is
the V&A have a number of
from the V&A’s archive, including some
unique to the V&A and contains chic
lines currently in the mar�
from the Arts and Crafts and Art Nou�
fashion imagery of the mid�20
th
cen�
ketplace. Building on the
veau movements, 1960s and Damask
tury).
success of last year’s suc�
have been adapted to create exclusive
�inally, a range of diaries, inspired by
cessful shoe charm bracelet
designs on non�stick aluminium open
the V&A’s new William and Judith Bol�
the Inspired Collection by
frying pans. A new collection of fine
linger Jewellery Gallery which opened
Ancestors Group is a range
bone china mugs from Creative Tops
in May 2008 has been licensed. The
of designer jewellery, con�
has also been launched which draws
V&A’s 2009 Diaries take as their muse
sisting of 300 pieces. The
inspiration from across the V&A’s
the V&A’s extensive jewellery collec�
collection includes designs
collections including William Morris
tion, combined with fashion photogra�
taken from Byzantine to
wallpapers, eastern silks and textiles.
phy, jewellery illustrations and adver�
20
th
Century artefacts. Ac�
Each mug is presented in a gift box and
tisements.
54
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