Freddie: And I’m Freddie Jordan, Senior Marketing Manager at Hape Toys.

And Freddie, we met in New York when you announced that Hape Toys and The Metropolitan Museum of Art are collaborating… What’ve you created with The Met?
Freddie: We’ve brought elements of The Met’s vast collection to life through a series of thoughtfully designed toys. Each piece draws inspiration from different artistic periods and cultures, transforming them into interactive play experiences that introduce children to art in a fun, accessible way.

Perfect! So what’s the collaboration about?
Freddie: At its core, this collaboration is about inspiring the next generation through culture and creative play. Art is a universal language, and by translating it into hands-on experiences, we encourage children to explore, express themselves, and develop curiosity from an early age.

And Josh, from your perspective?
Josh: The Met seeks to engage art lovers and museum visitors of all ages in an authentic conversation centered around 5,000 years of art and culture. Collaborating with Hape lets us share art with children and parents through innovative educational toys that allow a selection of historic works to be touched and experienced as never before. We hope that engaging with kids early on will foster a lifelong love and curiosity about art, culture and the world.

Fantastic! Thank you. And what kind of reception did the products get at launch?
Josh: We’ve been pleasantly surprised by the reception! Working with Hape over the last year, we’ve been so proud of the thought and care invested by both The Met and Hape teams to design such a beautiful and inspiring product line. It is an honour to share our work with the world and see the collection resonate with journalists and retailers alike. Next, we look forward to seeing our products out in the world, in the hands of little ones.

Freddie: Yes, the reception was extremely encouraging. The collection featured among standout new launches at New York Toy Fair, with media calling it one of the most exciting collaborations they saw. Retailers and partners were particularly drawn to the way it brings art, culture and early learning together in a fresh, engaging way.

There certainly was a lot of buzz around it. What makes Hape and The Met a good match?
Freddie: Both Hape and the Met believe in the power of creativity to shape how we understand the world. By bringing together Hape’s expertise in play and the Metropolitan Museum of Art’s legacy of art and culture, we can introduce children to creative expression in a way that feels natural, inspiring and enriching.

Josh: The Met and Hape also share a mutual desire to do things differently, aspiring to a new standard of quality and sophistication not often found in the early childhood market.

And now that the product is ‘out there’, what’s next for each of you? Josh, kick us off! What’s next for The Met?
Josh: We look forward to introducing future collections with Hape in 2027. In the meantime, you’ll see our licensing program evolve to encompass new categories and territories in pursuit of our goal to offer a lifestyle of artistic products for everyone to enjoy.

Freddie: Meanwhile, Hape will continue to expand the Met relationship and diversify further into differing product categories and artworks. As the collection grows, we’ll open new doors and continue the line’s successful introduction.

Terrific. And finally, what question could I have asked you today that I didn’t?
Josh: Why did you choose this particular age range for this important toy line within the broader Met licensing program?

And what’s the answer?
Josh: We felt that The Met brand and an art education-based positioning would resonate with new parents and gift-givers due to their focus on values and quality, as well as bringing a refreshing new approach to the category…

So much of toy licensing is driven by entertainment and character properties, and we were confident that our artwork, strength in storytelling through products and authenticity could bring a compelling proposition and beautiful new product offering to this audience.

Great answer! And Freddie?
Freddie: Perhaps you could’ve asked about the 40th anniversary of Hape Toys… 2026 is a major milestone for us. It’s an opportunity to reflect on four decades of designing toys that support early childhood development while also looking ahead. We’re focused on expanding into new categories, continuing to innovate across our core ranges – from wooden toys to educational play systems – and strengthening our global presence. At the same time, sustainability and purposeful play remain at the centre of everything we do as we build for the next generation.

Fabulous. Gentlemen, thank you both for making time. Thanks again!

The post The Art of Play: In conversation with The Met’s Josh Romm and Freddie Jordan from Hape Toys appeared first on Brands Untapped.

Works from the likes of Claude Monet, Vincent Van Gogh, Michelangelo Merisi da Caravaggio and Katsushika Hokusai feature on designs in the range.

The first range launched across Sedar Global stores in the MENA region in June, and focused on artwork that celebrates nature. Future seasonal introductions will also be thematic in nature.

“This collaboration with The Metropolitan Museum of Art marks and honours our 135-year legacy, blending our rich heritage in interiors with The Met’s prestigious art history,” said Besher Mahayri, Head of Brand Partnerships at Sedar Global.

“It’s an invitation for our customers to bring and fuse these timeless pieces into contemporary living spaces. We’re excited to merge global artistic narratives into the heart of every home, crafting spaces that are as unique and cherished as the artworks themselves.”

Josh Romm, The Met’s Head of Global Licensing and Partnerships, added: “We are so pleased to be working with Sedar Global to put forth an inspiring offering of home accents. This licensed collaboration brings art to life in unexpected ways as customers create their own collections juxtaposing works from The Met with modern design.

“In keeping with our mission to reveal insightful connections across time and place, we hope that this collaboration will spark a dialogue about art, history, and design.”

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The limited-edition collection is inspired by artwork of the Gilded Age, spanning dinnerware and serveware, glassware and barware, a classic tea set, textiles, candles and decorative accents.

The deal was brokered by Beanstalk, the exclusive licensing agency for The Met in North and South America, EMEA and Japan.

“We are delighted to collaborate with The Metropolitan Museum of Art as this collection allows us to infuse our creative vision with The Met’s unparalleled historical resources, resulting in an assortment that is both timeless and elegant,” said Chief Merchandising Officer of Anthropologie Living, Katherine Finder.

“Our collection takes you from an elegant dinner to after dinner cocktails and dessert – truly a magical way to celebrate the holidays with family and friends.”

Josh Romm, Head of Global Licensing and Partnerships at The Met, added: “Our collaboration with Anthropologie transports consumers to one of the most opulent eras in American design through an inspiring offering of tableware and home accents.

“We look forward to seeing how this collection will inspire conversations about art, design, and creativity during the holiday season and beyond.”

The 44-piece collection ranges from $18 for a mug to $148 for a tiered stand, and will be available exclusively at Anthropologie stores nationwide and online.

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The 16-piece collection draws inspiration from famed artwork including Monet’s Water Lilies, Cézanne’s Apples & Primroses, Renoir’s Bouquet of Chrysanthemums and Tiepolo’s Allegory of the Planets.

“At Pair, we are always thinking about how to bring more personality into eyewear,” said Sophia Edelstein, Co-Founder and Co-CEO of Pair Eyewear.

“This collection, which brings some of the world’s most acclaimed art to the eyewear industry, speaks directly to the core of our values as we seek to breathe joy into eyewear.”

Nathan Kondamuri, Co-Founder and Co-CEO of Pair Eyewear, added: “We are honored to be entrusted by The Met to bring this collection, which pays homage to their renowned collection of art, to life.”

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The 90-piece collection features furniture and lighting that nod to the architecture of both The Met and the New York skyline, along with sculpture reproductions, rugs, wall art and home accessories inspired by the works of art in the museum’s collection.

“Creating The Met x Eichholtz collection has been an exceptional experience for me and my team,” said Edwin van der Gun, Global Creative Director at Eichholtz.

“A year of being allowed to roam through the museum when it was closed to the public and explore the archives has led us to design a collection that we are incredibly proud of. Our close engagement with the artifacts and artworks felt like a once-in-a-lifetime opportunity. The result is a very special collection of handcrafted pieces we know work beautifully with the Eichholtz collections and will suit a wide variety of luxury interiors.”

Josh Romm, Head of Global Licensing & Partnerships at The Met, added: “A shared commitment to design and creativity unite The Met and Eichholtz for this new collaboration, which brings 5,000 years of art home. We are proud to engage with a globally recognised brand such as Eichholtz to introduce beautiful, quality furniture and home accessories that showcase centuries of design inspiration.”

The deal was orchestrated by The Met’s licensing agency Beanstalk.

Allison Ames, President and CEO of Beanstalk, said: “Eichholtz’s stunning Met furniture, lighting and home décor collection is the jewel in the crown of The Met’s home décor program, with all of the licensees having uniquely interpreted the museum’s cultural assets to create a beautiful and elevated licensing program.”

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The partnership, brokered by The Met’s licensing agency Beanstalk, is now on its fourth collection, and this latest range takes inspiration from The Met’s collection of Greek and Roman art.

The women’s line features pieces like an Intarsia sweater, puffer jacket, crewnecks, fleece hoodies, tees, shorts and denim. The collection also boasts a matching corset top and skirt set, as well as an allover printed mesh top. Across the range are statue prints, as well as illustrated works drawing inspiration from classical artwork.

The men’s range includes a bomber jacket, heavy canvas work pants with a matching garage jacket, a cropped knit jumper and tees.

“Working with Pacsun has been an incredible journey,” said Stephen Mannello, Head of Retail and Licensing at The Met.

“The resounding success of these collections stands as a testament to the enduring resonance of art. Seeing Met visitors and fans of art history wearing pieces that are emblematic of their favourite artworks is a real joy. We look forward to continuing to explore art and design in new ways with Pacsun.”

Brieane Olson, Chief Executive Officer at Pacsun, added: “Celebrating the intersection of fashion, art and music tonight with The Met showcases the boundless creative spirit that drives Pacsun.

“The Met’s rich heritage and influence align seamlessly with our ethos and we’ve been able to continue creating designs that intrigue and resonate with our audiences. Consumers are now wearing art in a truly unprecedented way.”

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All compatible with the signature Pura smart fragrance diffuser, the collection of six fragrances are inspired by pieces in The Met and includes Blue Water Lotus, Egyptian Sandalwood, Bamboo Forest, Spiced Woods, Terracotta Rose and Perfume Immortelle.
“We were so excited to work with The Met to develop scents connecting back to their inspiring collection of art,” said Pura’s Chief Fragrance Experience Officer, Mara Dumski.

“Aiming to evoke moods and tell a story, our collaboration offers an entirely new way to experience The Met’s collection of 5,000 years of art, while also creating a sense of home and personality through art-inspired fragrance.”

Josh Romm, Head of Global Licensing and Partnerships at The Met, added: “As fans of Pura, we are excited to launch this unique home fragrance experience which adds a new dimension to art appreciation.

“Art has the power to create connections and transport people across time and place, and this program provides a new and exciting opportunity for fans of The Met to experience art, history, and cultures of the world from the comfort of home.”

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I started out as a brand manager at Mattel working on both Barbie and action figures. That’s where I became fascinated with the power of brand licensing. Being charged with bringing a brand to life in our category as a licensee, Mattel was just one piece on a chessboard that was being directed by the brand owner. The chess match was only won if the chess pieces could work in synchronisation, following the creative and strategic direction of the brand owner.

“Programs such as ours at The Met are only successful if museums are positioned as brands, rather than relying solely on the works of art housed in their collections.”

During my years at Mattel, the retail sales of outbound Barbie licensed product surpassed their actual doll sales, and the company redefined itself as a kids brand developer rather than just another toy company. All of the boys’ action figure programs I oversaw involved working with a licensor, which provided my bridge to move over to Warner Bros, where I started down my path as a brand owner/licensor and eventually a licensing agent as well.

Fantastic – and I like the chess analogy! Now, you’re Head of Global Licensing and Partnerships at The Metropolitan Museum of Art – or The Met as it’s often shortened to. What are some of the brand values of The Met that makes it a unique proposition in this area of licensing right now?
Programs such as ours at The Met are only successful if museums are positioned as brands, rather than relying solely on the works of art housed in their collections. The Met is unique because we have a clearly defined set of values, or brand equity components, that form the building blocks of our brand positioning and commercial extensions.

The Met DNA is rooted in a collection of art spanning 5,000 years – reflecting creativity, self-expression, deep understanding of cultures, and a drive to connect to a wide audience who can learn and be inspired by these works of art. Our brand is about connecting people and creating community. The Met is also special in that it is inextricably linked to NYC, putting it at the intersection of art, fashion, and visual culture.

You mentioned creativity there. What makes The Met an exciting brand for designers at licensees to work with?
Our process always begins with selecting the right set of assets that will be most meaningful in creating programs that help to create a link between our DNA and the unique stories and creative perspective of our licensed partners. We work individually with licensees to interpret our brand positioning for their respective consumers, sharing our core values with audiences along the way.

The Met provides licensees with design direction and product development support by one the best inhouse creative teams I’ve ever worked with, rivalling some of the largest global licensing agencies, studios, brand owners, and surpassing most other museums.

“One strategic goal we have for The Met licensing program is to connect with new audiences in meaningful ways.”

Our design and marketing team work closely with The Met curators and educators to tell stories and inspire an audience by way of our licensed products, promotions, and programs.

Let’s dive into a few recent launches. Your collection with PacSun looks fantastic. It utilises everything from iconic artwork to The Met’s address… From a design perspective, how exciting was it to see the brand extend in this way?
The entire team at The Met is thrilled with the resonance of our recent launches among a sophisticated audience of gen Z and millennials. We attribute the success of these programs to our development of authentic product and stories. The strategic goal here was to inspire this new audience to see art as form of self-expression and connect to the artwork – and to each other – in new ways.

We should also discuss the Dr Martens collaboration! What made Dr. Martens appeal as a partner? And how pleased are you with how the collection turned out?
We are so proud of the stunning designs that Dr. Martens put forth. Every detail – from the treatment of the source artwork and the packaging, to the layout and copy on the Dr. Martens landing page – was spot-on. I credit our outstanding design team and our remarkable licensee who both value the collaboration.

I also want to answer this question on an even more personal level. It’s one thing when your licensee reports outstanding sell-through numbers and says that the program resonates with their consumer, it’s another when your 16 year old daughter tells you it’s cool and wears them to school.

Yes, I can imagine that’s the true seal of approval right there! One thing with both of these launches is that they’re stylish, authentic – but also quite playful. How important is it for an institution like The Met to be open to the brand stretching in creative, playful ways?
One strategic goal we have for The Met licensing program is to connect with new audiences in meaningful ways. We feel confident we’ve checked that box by bringing these two wonderful programs into the market, targeting the same demographic in such a closely coordinated manner.

Both licensees were able to layer on a degree of playfulness, but did so without compromising the integrity of the source artwork or our brand. Our licensees, consumers, and stakeholders across the Museum have expressed that these executions feel authentic and succeed in activating our assets in a fresh and creative way that allows The Met to resonate and stimulate interest. This type of positive response is a huge driver in pushing us further as we explore the creative possibilities that The Met brand can present.

Absolutely. As you say, there’s obviously great respect and appreciation around these iconic pieces of art that goes. On that, how do you ensure you’re stretching the brand without ‘snapping’ it? Is it a tough tightrope to walk?
We are mindful not to oversaturate the market and to remain true to brand and to our purpose – to support the collection, study, conservation, and presentation of 5,000 years of art. We are very selective when deciding what opportunities to pursue and who to partner with so that that we can ensure the results are beautiful, quality, and tell stories that are completely genuine.

Because of the popularity of The Met, we’re lucky to receive an overwhelming amount of interest from prospective licensees. We have some amazing new programs in the pipeline that are both on-brand and I believe ground-breaking in the licensing industry. Stay tuned.

We will! Before I let you go, what for you is the key to ensuring a successful creative collaboration?
The key to ensuring a successful creative collaboration is remaining true to your own brand, yet respectful of the expertise that your licensee brings to the table in terms of understanding their consumer and business category.

Good answer. Last question… How do you fuel your creativity? What helps you have ideas?
Our best ideas come from a true understanding of who we are as a brand. When you break down a brand into its essential building blocks, step back and look at those key elements from a different perspective, you start to see new directions emerge by selecting the right combination and putting them together in new ways.

“Both licensees were able to layer on a degree of playfulness, but did so without compromising the integrity of the source artwork or our brand.”

We have a collaborative process to fuelling innovation and new ideas, involving proactive brainstorming sessions with our licensees, curators, other Museum departments, and our licensing agencies – including Beanstalk, who was instrumental in forging our relationship with Pacsun.

From a design perspective, it starts by having best-of-class internal resources to steer the ship, inspire, and guide licensees to make the most of our brand and assets. I’m lucky enough to work with the best.

Josh, a huge thanks again for taking time out for this. Let’s tie in again soon.

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