WildBrain CPLG has signed a new agreement to represent Amsterdam’s Van Gogh Museum in a global licensing program (excluding Benelux), beginning Jan. 1. The initiative aims to celebrate Vincent van Gogh’s artistic legacy and storytelling through diverse and aspirational product collaborations.
“The Van Gogh Museum is one of the world’s most prestigious cultural brands, and we’re proud to bring our expertise in premium brand extension to grow its global reach,” says Maarten Weck, EVP, Global Partnerships and Licensing at WildBrain. “Through aspirational products and collaborations, we will celebrate Van Gogh’s world-class art and life story while delivering strong commercial value for our partners and retailers.”
The program will focus on home decor, stationery, gifts and novelties, apparel, and accessories, with further opportunities in toys and games (excluding mobile games), puzzles, luggage, health and beauty products, collectibles, electronics, and outdoor products. Each collaboration will highlight Van Gogh’s instantly recognizable works, deep cultural resonance, and creative authenticity.
“Today’s consumers want more than products — they want culture, storytelling, and purpose,” adds Weck. “Van Gogh’s art offers instant recognition, evokes deep emotional resonance, and reflects authenticity and creativity — making it a compelling foundation for licensing across diverse categories.”
The Van Gogh Museum houses the world’s largest collection of Van Gogh’s art, including more than 200 paintings, 500 drawings, and nearly all of the artist’s letters. Iconic works such as “Sunflowers,” and “The Potato Eaters” anchor the collection, which attracts visitors worldwide and reaches millions through digital channels.
“This marks an exciting step forward in our licensing activities and in sharing our inspiring art and story with the world and reaching new audiences,” says Rob Groot, Managing Director of the Van Gogh Museum. “We have full confidence in WildBrain CPLG as our representative, and we look forward to working closely together to create meaningful impact.”
This partnership builds on WildBrain CPLG’s corporate and lifestyle portfolio, which includes Yale, Harvard, Chupa Chups, Mentos, Peugeot, and other globally recognized brands. Through the new licensing strategy, the museum and WildBrain CPLG aim to connect culture and commerce while supporting the preservation of Van Gogh’s legacy.
Learn more at wildbraincplg.com.
