From hotel suites to virtual reality, museums turn to licensing deals as costs rise
Natural History Museum and British Museum among cultural institutions leveraging collections and exhibitions They are often free to visit but museums are bolstering their finances by putting their stamp on everything from upmarket hotel suites to trendy jumpsuits and virtual reality experiences. Forget buying a T-shirt. If you can afford the “from £724” price tag, you can spend the night in the…
As museum costs soar, institutions are turning to licensing deals to bolster their finances, according to recent reports. Museums such as the Natural History Museum and British Museum are capitalizing on their collections and renowned brands, partnering with various businesses to create luxury hotel suites, trendy fashion items, and even virtual reality experiences. These unique collaborations aim to generate revenue while extending the reach of the museum's offerings to a wider audience.
The Natural History Museum, for instance, offers a family suite at the Park Plaza London Riverbank hotel, inspired by its founder, Sir Richard Owen, and complete with T-rex bunk beds. Such immersive experiences are becoming increasingly popular, with licensing deals in the art property category growing by more than 8% and attractions and promotions soaring by 53% last year.
Louisa Skevington, licensing manager at the Natural History Museum, explains that the museum's licensing program continues to grow consistently at about 15% year on year, with experiences playing a significant role. Previous deals include partnerships with Farrow & Ball paint and fashion brand Lucy & Yak, as well as a recent collaboration with virtual reality experience company Sandbox on the prehistoric adventure, Age of Dinosaurs.
Licensing deals are not limited to the Natural History Museum and British Museum. Other cultural institutions, including the National Gallery, National Trust for Scotland, Ashmolean Museum in Oxford, and Tate Enterprises, are also participating in this trend. The competition is fierce, as conferences like Brand Licensing Europe attract new attendees and showcase innovative ideas like the "Bluey effect" and the new Harry Potter TV series.
The British Museum's product licensing manager, Craig Bendle, highlights the high demand for major cultural moments and the potential to build upon the interest beyond a visit to the museum. This growing demand for licensed merchandise, such as the Bayeux tapestry collaboration with London department store Liberty, which appeared in Vogue, demonstrates the opportunities for museums to tap into the growing market.
The Victoria and Albert Museum (V&A) is also exploring new ways to leverage its extensive collection of 2.8 million objects. In 2025, the V&A launched 63 product ranges, demonstrating the growing role licensing plays in extending the museum's influence beyond its walls. These collaborations include William Morris-inspired phone cases, Samsung "the Frame" TV artwork, and more.
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