Gifts Today magazine

The National Gallery to show at BLE

Discover the international licensing programme of The National Gallery on independent licensing agency JELC's stand at Brand Licensing Europe 2014 from October 7-10

Respected independent licensing agency JELC (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, accessories and much more.

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. The licensing programme will generate additional income to support the Gallery.

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.

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.”

The National Gallery
The National Gallery houses the national collection of paintings in the Western European tradition from the 13th to the 19th centuries. The collection contains over 2,300 works including many famous works such as van Eyck’s Arnolfini Portrait, Velázquez’s Rokeby Venus, Turner’s Fighting Temeraire and Van Gogh’s Sunflowers. All major traditions of Western European painting are represented from the artists of late medieval and Renaissance Italy to the French Impressionists.

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.

The National Gallery Company
The National Gallery Company Limited is owned by the National Gallery Trust; the primary purpose of the Company is to generate income for the Trust and The National Gallery, through a number of commercial operations. The main business is to run the Gallery Shops in store and online at, produce a range of commercial publications, products and services including licensing images, to both enhance the experience of visitors to the Gallery and effectively reach markets beyond the Gallery.

Every purchase from the shops and restaurants generates valuable revenue for the Gallery to ensure that future generations are able to enjoy the paintings as we do today.

About JELC
A licensing agency with over 30 years’ experience in developing and managing global licensing programmes on behalf of corporate, art, entertainment, personality and fashion based brands, JELC has extensive direct relationships with leading manufacturers and retailers across Europe in multiple categories. JELC has a wide network of contacts from Europe to Australasia and the USA.

For further information please contact : Jane Garner -

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