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JELC to represent National Gallery Company at Brand Licensing

Van Gogh's SunflowersIndependent licensing agency JELC (Brand Licensing Europe stand D065) has been appointed by the National Gallery Company Ltd to develop a comprehensive, international licensing programme featuring the National Gallery’s collection of some of the best paintings in the world.

The licensing programme will develop a portfolio of quality licensed products across a broad spectrum of categories ranging from paper products and home décor to health and beauty, outdoor living, homewares, gifts and accessories.

As part of the programme JELC will also collaborate with the National Gallery Company Ltd on expanding its highly popular food and drink range, Delicious Art™, a range that already includes fine teas, biscuits, chocolate, wines, Champagne and liqueurs, gift sets and a luxury hamper.

With almost six million visitors a year the National Gallery is the fourth most visited museum in the world.  The Gallery houses the national collection of paintings in the Western European tradition from the 13th to the 19th century. The licensing programme will generate additional income to support the Gallery.

Judith Mather, Buying and Merchandise Director, the National Gallery Company says, “By appointing JELC our aim is to develop a programme of licensed products which will be widely available in mid to high tier retailers across a broad spectrum of product categories in as many territories as possible around the world.  We also wish to expand our highly popular food and drink range, Delicious Art.  JELC is our agency of choice because of the expertise, passion and enthusiasm the team brings to the project.”

Janet Woodward, Joint MD JELC says, “This is a major opportunity to build a global brand that reflects both the fame of the National Gallery itself and the excellence and popularity of the breathtaking collection of paintings that it houses. We are thrilled to be working with the National Gallery Company on a licensing programme that is not only unique but that has a massive potential appeal across a wide audience.”

With a commitment to free admission, a central and accessible site, and extended opening hours the Gallery ensures its collection can be enjoyed by the widest public possible.