Licensing and Your Brand

In May, The Frank Lloyd Wright Foundation announced The LEGO Group as the exclusive licensed manufacturer of Frank Lloyd Wright Collection® LEGO Architecture sets.

Licensing deals can be very successful or go horribly wrong. Sometimes you just don't know how people will react. Fortunately, this LEGO series seems to be a hit.

Either way, it is vital that organizations have a strict review process that takes into consideration not only revenue, but also brand, resources, appropriateness and long-term value. The Guggenheim is smart by stating their review process up front.

REVIEW PROCESS

The Guggenheim's Licensing Program considers all commercial and editorial proposals in the same manner. Proposals are reviewed by a standing committee of interdepartmental staff who jointly represent the Guggenheim's views on curatorial matters, communications concerns, and legal issues. Approval of a project is dependent on many factors, including the appropriateness of the project’s association with the Guggenheim, scheduling and space restrictions, artwork conservation concerns, and availability of staff and resources.