Made up of the everyday and the exceptional, IWM’s unique collections tell the stories of people's resilience and creativity in the face of adversity.

In addition to IWM endorsement and branding, licensees have access to IWM’s vast collections, which include posters and graphic art, film, photographs, documents, paintings and sculpture. The extraordinary archive taps into the widespread popularity for vintage and British nostalgia and offers licensees a wealth of artwork to inspire innovative product development. Licensees are further supported with world class curatorial expertise and historical accuracy giving authenticity and depth to products and marketing campaigns.

With over 2 million visitors to IWM’s five branches every year, IWM is also in an ideal position to support its licensees by reaching target consumers through its own communication channels which boast 4.5 million web visitors, 60,000 loyal e-News subscribers, over 50,000 followers on social media channels and a growing list of people interested in Second World War activity.

A dedicated brand licensing team based at IWM London is now supported by a local U.S. licensing agent, Spotlight Licensing. We are on hand to guide licensees through the museum’s inspiring collections and help translate them into successful product ranges. To find out more please, contact us.

IWM's partners include

  • Adam Mathews Digital
  • Airfix
  • The Bradford Exchange Co.
  • Flame Tree Publishing
  • The Gifted Stationery
  • Kent & Stowe
  • King and Mcgaw
  • Koch Media Ltd.
  • The London Mint Office
  • The Lagoon Group
  • Lovarzi
  • Peterkin
  • The Royal Mail
  • The Royal Mint
  • Widdop & Co

IWM awards

  • 2018 ACE Winner of Best Licensed Product for IWM Construction Sets by Koch Media Ltd.