Museums across the UK are expanding their licensing programmes to include a range of products and experiences, from hotel suites to virtual reality, as a way to bolster finances. This trend comes as cultural institutions face funding cuts and increasing operational costs.
For example, the Natural History Museum offers a family suite at the Park Plaza London Riverbank hotel, priced from £724, featuring a Tyrannosaurus rex bunk bed. The museum's licensing manager, Louisa Skevington, stated that their programme consistently grows by about 15% year on year, with "experiences" becoming increasingly important.
Industry data from Licensing International shows that overall UK sales of licensed merchandise and services increased by 7% last year, reaching $19.2bn (£14.5bn). Within this, the "art property" category, which includes museums, grew by more than 8%, while "attractions and promotions" saw a 53% increase.
The British Museum and the V&A are also actively pursuing licensing opportunities. The British Museum's product licensing manager, Craig Bendle, noted growing interest from brands seeking distinctive creations inspired by the museum's extensive collection. Jen Maude-Roxby, head of licensing and business development at the V&A, highlighted that the museum launched 63 product ranges in 2025, demonstrating the expanding role of licensing in extending the V&A's reach beyond its physical walls.