A partnership opportunity celebrating wonder, discovery, and the mysteries of nature
KIDS & TEEN HOME PRODUCTS
THE OPPORTUNITY
The Natural History Museum, London, is a world of natural discovery—brilliant color, incredible detail, and stories hiding in plain sight. This opportunity turns that wonder into room worlds that feel unique and experiential—designed to spark imagination for kids and self-expression for teens, with the Museum’s provenance woven into every detail.
This is an opportunity for a story-rich program with longevity and instant emotional pull—built to drive full-room collections and chapter-based drops, while supporting the mission of one of the world's most active advocates for the planet.
THE MUSEUM AT A GLANCE
More than a quarter of a billion visitors have walked through the doors. The Museum welcomes over 6M+ million visitors annually and is the most visited cultural and indoor attraction in the UK. Entry is free to the public.
First opened its doors back in
Originally envisaged as a ‘cathedral to nature’ the building represents nature’s past, present and future.
The world’s largest scientifically important natural history collection. More than 80 million specimens: a treasure trove! Includes specimens from three centuries of the world’s most important scientific expeditions.
All profits from our licensing activities are returned to the Museum to support its mission.
The blue whale suspended from the ceiling is a powerful symbol of hope.
A world-leading scientific, global and cultural institution with over 350 scientists who contribute to the fight to save the planet. Our mission is to create advocates for the planet.
THE CONTEXT
Heritage brands are experiencing unprecedented growth in the licensing industry—ranking as the fastest-growing segment as ranked by licensing industry surveys.
Heritage licensing and heritage-based aesthetics are gaining strong momentum across decor in North America, driven by nostalgia, interest in sustainability, and a growing desire for authenticity and selfexpression.
Parents are intentionally designing kids’ rooms to feel collected, storied, and timeless—moving beyond “cute for now” and building rooms that maintain value over time: rich with story and meant to last.
Pictured: Natural History Museum x Dunelm
WHY NHM LONDON?
• NHM London is an evergreen brand with a strong licensing program and history of success at retail
• Huge bank of creative assets available exclusively to licensees including 17 style guides and archive with over 10,000 images
• Abundant potential for storytelling with authentic provenance—easy to market, appealing to parents, and built on themes that have proven pull for young audiences
• Repeatable chapters: endless archive content supports a multi-drop cadence
• PR-ready narrative with a compelling give back: all profits from product collaborations are returned to the Museum to support its mission to create advocates for the planet
Pictured: Dunelm x Natural History Museum
THE POWER OF THE BRAND
With 95% brand awareness, the Natural History Museum, London brings immediate credibility and reach to a commercial partnership—supported by millions of annual in-person visitors and online visitors.
Each purchase is a give-back: revenue from the Museum’s collaborations supports its work and mission, sustaining research, collections care, and public education to inspire advocates for the planet. 11th Most
A story-backed program with real-world authority: science, discovery, and iconic collections reliably connect with younger audiences.
AWARDS
The Natural History Museum, London, has won 20 licensing awards in 5 years across children and adult categories, including:
• B&LLA Brand & Lifestyle Licensing Awards: Best Brand Home Décor Product or Range 2024
• Licensing Awards: Best licensed preschool or accessories range
• Climate Action Award at the Products of Change Member Awards
• Licensing International Excellence Awards (Shortlist): Best Brand – Art, Design, Museum
• Toy Fair Awards (Shortlist): Hero Toy 2024
• Progressive Preschool Awards: Best Retailer Initiative
A COLLABORATIVE DESIGN APPROACH
The Museum works with partners to build a narrative around each collection, providing context and storytelling while simultaneously strengthening awareness of the Museum’s wider work.
INFORMATION & ASSET GATHERING
The Natural History Museum provides insight into collections, sourcing assets and offering context to help guide compelling storytelling and creative.
DESIGN EXPLORATION
Retailer's team translates what NHM provides into concepts for products that align with its brand and customer.
COLLABORATIVE ALIGNMENT
Ongoing dialogue ensures alignment, allowing the designs to evolve naturally and cohesively.
PROPOSED CATEGORIES:
MARKETING SUPPORT
For substantial product launches, we are able to provide marketing support via numerous channels:
PRESS & PR
We work closely with our press team to develop releases and target relevant areas of press in collaborations with the licensor.
LAUNCH EVENTS / PHOTO SHOOTS
We can make use of the Museum buildings to hold launch events, photo shoots or for other marketing activities. Please note that there are fees involved for this access.
PAID FOR SOCIAL MEDIA
We can support launches with targeted paid for social media subject to budgets.
NHM's campaign with Dunelm produced a press launch with a reach of 2.6M viewers, bespoke POS materials across 174 stores, and high demand resulted in creating an extension of products in the same aesthetic.
Press Coverage
Social Media Campaigns
CREATIVE THOUGHT STARTERS
Curious Nature
An exploration of the darker, more mysterious side of the natural world— where beauty feels slightly uncanny and the most compelling details aren’t always the most obvious.
Curious Nature
Romantic, atmospheric, and visually rich, Curious Nature encourages a deeper kind of looking: beyond what’s on the surface, toward the hidden patterns and quiet magic that exist in plain sight.
Field Notes is the beauty of the collected—a room that feels like a personal archive in bloom. Think pressed petals and specimen cards taped to the wall, each finding given its own frame and breathing space, like pages in a well-loved journal.
Leopard Lacewing
Field Notes
Flowers, birds, and butterflies are treated with a studied tenderness—botanical plates, labeled sketches, monograms, and organized grids that make the story feel intentional, curated, and quietly dreamy.
• Original archival illustrations
• Sketched studies
• Terrariums
• Scientific typography
• Hand-written notes
Archival Romance
Archival book arts and architectural ornament are translated through a modern, pastel-forward lens. Decorative details pull from gilded book covers, mosaics, and iconic architectural forms.
Archival Romance
Mosaic rosettes and tiled border work are reworked into clean, graphic emblems and repeatable trims. Soft parchment-colored grounds and embossing-inspired florals keep the look romantic but polished, while natural history icons of butterflies, moths, bees, and scarabs add a collectible statement that feels elevated and modern.
• Reinterpretations of the Museum's iconic architectural details
• Gilded and embossed book cover details
• Stylized floral borders
• Mosaic tile designs and repeats
CREATIVE THOUGHT STARTERS
Day at the Museum
Day at the Museum evokes the excitement of a visit to a larger-than-life place, where natural wonders surprise and delight at every turn. That unmistakable feeling of walking into the museum—big halls, first “wow” moments, and the thrill of spotting something incredible around every corner.
Day at the Museum
A room that sparks storytelling—dinosaurs, butterflies, gemstones, and fossils as easy prompts for imagination and curiosity. Bright, bold color and exhibit-inspired icons—plus playful “travel poster” moments—capture the excitement of a child’s first visit to the Natural History Museum, London.
A love letter to the Natural History Museum, London, seen through a nostalgic, rural lens. Hand-drawn icons capture the Museum's most beloved signatures—iconic animals, naturalworld finds, and the unmistakable silhouette of the building—creating a soft, elevated heirloom mood that feels instantly familiar.
Cromwell Road
The look is storybook-soft but still elevated. Stripes and tidy repeats set an easy, cozy rhythm, while scattered motifs—wildlife, botanicals, and small “found” details—invite kids to keep noticing something new. It feels comforting on day one and only gets better over time, like a favorite museum visit they can return to again and again.
• Hand-drawn icons and motifs with a nostalgic, rural feel
• Soft, heritage-leaning palette with warm whites and gentle accent colors
• Iconic flora + fauna are heroes—natural, refined, easy to mix and match
Ocean Explorer
Modern ocean wonder—calm, curious, and full of discovery. Ocean Explorer brings the marine world into a kids’ room through prints and motifs that feel quietly imaginative: whales and rays gliding on currents, tide pool finds, and silhouettes that read like gentle shadows.
Ocean Explorer
Tonal details create quiet ocean depth in watery blues, sea-glass green, and white. Wavy currents and bubbles add a sense of flow, with small discoveries tucked into the designs. The result is an underwater world of discovery inspired by the Museum’s exhibits: wonder-forward, accurate in spirit, and designed to spark curiosity.
• Modern wavy lines
• Icons of sea life, from octopi to sea horses and giant squid
• Tonal layering that hints at ocean depths
• Sea-life call outs that nod to discovery and the Museum experience
