Something has shifted in the licensing industry. What was once a decorative, niche category is now one of the sector’s most closely watched growth stories, expanding steadily in size, reputation and importance.

The real shift is cultural: institutions once seen purely as custodians of the past are becoming sources of new content and products, sought after by partners who want authenticity that cannot be manufactured. Four leading UK institutions make the case better than any report could, and all of them will exhibit at the upcoming Brand Licensing Europe, from 6 to 8 October, in London. A trip worth taking to meet these excellences.

The National Gallery. Seven Centuries As Content

The National Gallery offers distinctive, authentic creative content with proven cultural relevance spanning 700 years, providing endless opportunities for creative interpretation and commercial application. Consumers increasingly search for items that reflect their personal interests and offer a genuine cultural connection. To make this happen, the National Gallery’s licensing team works with partners on creative concepts and visual decks to help them find new opportunities in the collection. Working with partners and agents across Europe, Asia and the Americas, the Gallery is clear about what museums bring that entertainment IP cannot: galleries and museums hold some of the world’s more recognizable and culturally significant works, offering brands access to authentic content that cannot be replicated.

Victoria & Albert Museum. Global Reach, Local Relevance

The licensing program is an important extension of V&A (Victoria and Albert Museum), sharing stories from the museum’s archives through beautiful products sold in 72 countries across the UK, Europe, the USA, and the Asia-Pacific region. Beyond William Morris, it toured seven venues across China over three years, with licensed products offering additional touchpoints for visitors. Also in gaming, the League of Legends: Wild Rift collaboration introduces a new suite of in-game character outfits, or skins, inspired by the V&A’s iconic jewelry collection, reaching over 80 million registered players in the region. Also, a new range with Olympia Le-Tan is transforming museum objects into wearable high fashion, with the resulting clutch bags being numbered, limited-edition art pieces that combine handmade embroidery and luxury artisanal work.

Science Museum Group. Purpose Before Product

The Science Museum Group (Science Museum, National Railway Museum and Flying Scotsman), offers a remarkably diverse range of opportunities, spanning STEM, engineering, innovation, transport heritage, design, publishing, collectibles, gifting, family products and experiences. In particular, Flying Scotsman is currently the group’s strongest licensing brand. Their licensing strategy is guided by the mission, vision, and values of their museums, asking how they can extend their impact beyond a museum visit and into people’s everyday lives. Licensees are increasingly recognizing museums as largely untapped sources of incredible content. Its STEM Badge shows the discipline behind that purpose. They’ve created a robust assessment that they use with their licensees to evaluate how scientific principles, learning opportunities, and engagement are embedded in the product. Ahead this year: Rocket 200 style guides, bringing a beautifully crafted visual identity that brings this world-changing locomotive to life for new audiences.

The British Museum. Bastet, And Beyond

As one of the UK’s most visited attractions and home to a collection spanning more than two million years of human history, The British Museum‘s build program runs from character-led storytelling and international partnerships to accessible product innovation. Highlights include the continued evolution of Bastet – the Museum’s much-loved feline guardian inspired by the iconic Gayer-Anderson Cat, including expansion across Asia, new collaborations and on-site experiences, and a partnership with the Smurfs (PEYO COMPANY) that brought the collection to life through an interactive trail around the museum, creative retail activations and products designed to engage families and younger consumers. The Museum also highlights storytelling partnerships that make its collections accessible to children around the world. Since 1753, it has been a museum of the world, for the world.

All four institutions will bring these stories to Brand Licensing Europe 2026 at ExCeL London from 6-8 October to prove that heritage licensing is at the heart of the licensing business.