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 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 1.9 million visitors to IWM’s five branches in 2022 - 23, IWM is also in an ideal position to support its licensees by reaching target consumers through its own communication channels. These boast 19.8 million web visitors (2022 - 23), 175,600 loyal eNews subscribers, over 635,000 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 are on hand to guide licensees through the museum’s inspiring collections and help translate them into successful product ranges.

Contact Brand Licensing

IWM's partners include:

  • Adam Mathews Digital
  • Airfix
  • Ancestry
  • The Bradford Exchange
  • Displate
  • Flame Tree Publishing
  • Frontier
  • King and McGaw
  • The London Mint Office
  • Lovarzi
  • Peterkin
  • Retro 51
  • The Royal Mint

IWM awards

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