The Museum of Fine Arts Boston to enter Middle East market with BBM Licensing and Jewel

The Museum of Fine Arts Boston is expanding into the Middle East market through a strategic collaboration with BBM Licensing, its regional licensing partner, and Jewel Branding & Licensing, its exclusive global licensing agency.

“This partnership presents endless possibilities for innovation around masterpieces from the MFA’s rich holdings,” said Debra LaKind, Senior Director, Intellectual Property & Business Development at the MFA.

“We’re excited about the opportunities to create inspiring, contemporary narratives about our works of art and connecting to new audiences in the Middle East – a region with longstanding appreciation for arts and culture.”

The licensing program will focus on developing consumer products, retail experiences and lifestyle collaborations that ‘celebrate the Museum’s artistic legacy in new and exciting ways’. Product categories will include home décor, apparel, stationery, collectibles, and more.

“We’re honoured to represent the MFA in the Middle East,” said Amer Bitar, CEO of BBM Licensing.

“This partnership creates exciting opportunities to bridge history and innovation, offering consumers and retailers alike a new way to engage with world-class art in their daily lives.”

Julie Newman, CEO of Jewel Branding & Licensing, added: “Our goal is to help partners tell compelling stories through product. The MFA’s vast collection is a treasure trove of inspiration, and we’re thrilled to support its global expansion with trusted regional partners.”