By Allison Watkinson
TLL Reporter
WildBrain CPLG has signed a new representation agreement with the Van Gogh Museum to manage a global licensing program for the brand.
The new agreement names the WildBrain CPLG agency as the official representative for Amsterdam’s Van Gogh Museum across the international retail market, excluding Benelux.
“We are delighted with the new representation of WildBrain CPLG for Van Gogh Museum.” said Van Gogh Museum managing director, Rob Groot. “This marks an exciting step forward in our licensing activities and in sharing our inspiring art and story with the world and reaching new audiences. We have full confidence in WildBrain CPLG as our representative, and we look forward to working closely together to create meaningful impact.”
The licensing program will focus on seeking partners to showcase Vincent van Gogh’s legacy of storytelling and creativity across numerous product categories.
These categories include home goods, décor, stationery, gifts, fashion, games, toys, travel items, beauty, electronic accessories, outdoor products and more.
The strategic licensing partnership will officially begin on January 1, 2026.
“The Van Gogh Museum is one of the world’s most prestigious cultural brands, and we’re proud to bring our expertise in premium brand extension to grow its global reach,” said WildBrain EVP, Maarten Weck. “Through aspirational products and collaborations, we will celebrate Van Gogh’s world-class art and lifestory while delivering strong commercial value for our partners and retailers. Today’s consumers want more than products—they want culture, storytelling, and purpose,” added Weck. “Van Gogh’s art offers instant recognition, evokes deep emotional resonance, and reflects authenticity and creativity —making it a compelling foundation for licensing across diverse categories.”
Established through an agreement between Vincent van Gogh’s heirs and the Dutch state, the Van Gogh Museum ensures the preservation and public accessibility of the world’s largest collection of Van Gogh artworks.
The museum houses more than 200 paintings, 500 drawings and nearly all of the artist’s letters and correspondence.
Notable pieces from the collection include Sunflowers, Almond Blossom and The Potato Eaters.
All of the profits from the museum’s products and services contribute to maintaining the site’s heritage and operation.
Photo Source: Van Gogh Museum/WildBrain CPLG.
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