BOSTON, MASS.- The Museum of Fine Arts, Boston, has officially announced that Alfilo Brands will serve as the Museum’s exclusive master licensee for the Greater China Region—building brand awareness and developing new licensing opportunities in the market. This partnership expands the MFA’s robust licensing and merchandising program, which oversees the development of products including stationery, home textiles and décor, fashion, jewelry and wall art, all inspired by works from the Museum’s encyclopedic collection.

“We are incredibly excited about our partnership with Alfilo Brands—a collaboration that supports the MFA’s mission of bringing art and people together on many levels,” said Debra LaKind, Director of Business Development and Strategic Partnerships at the MFA. “We believe in the power of art and are thrilled that our collection will now be globally accessible through Alfilo’s comprehensive merchandise licensing program.”

Alfilo Brands holds exclusive licensing rights to several of the world’s leading art and cultural properties. Through trend analysis and in-house IP asset development, Alfilo Brands and its fully owned subsidiary Museums and Galleries Ltd. have the capability to provide annual IP trends and themes with gorgeous designs inspired by objects from the world’s leading museum collections. The company also forms strategic relationships (most recently with Chinese e-commerce giants Alibaba, JD.com, and NetEase), develops licensing partnerships (most recently with Kindle) and works closely with museums to launch unique marketing campaigns. In December 2018, the MFA and Kindle jointly launched several custom-designed Kindle cases featuring renowned paintings by Claude Monet from the Museum’s collection—one of the largest holdings of the celebrated Impressionist artist’s work outside of France. The cases are now available for sale on Kindle’s online store on Tmall.

More MFA-branded products will soon be available on Alfilo’s Museums and Galleries Collection online stores and brick-and-mortar stores, offering for the first time a wide range of MFA-licensed merchandise to consumers in China.

“Partnering with the MFA is a breakthrough for us. It not only forms a cultural bridge between China and the U.S., but also provides a unique opportunity to bring the MFA and its precious collections to China and into consumers’ daily lives,” said Yizan He, CEO of Alfilo Brands. “The MFA houses a vast collection of art, inspiring our team to develop numerous themes and materials, incorporating art with product design. We are happy to make works of art available to more people in different fields and countries through our growing licensing program.”