AMSTERDAM.- The museum was recognised in the Inspired Innovation Brand Licensed Product or Range category for the LEGO® Art Vincent van Gogh – Sunflowers set. The B&LLAs are awarded annually to organisations that excel in product innovation, brand licensing management and retail.

LEGO x Van Gogh Museum

The collaboration with the LEGO Group was inspired by Van Gogh’s painting Sunflowers (1889), one of the most beloved works in the Van Gogh Museum’s permanent collection. The LEGO® Art Vincent van Gogh – Sunflowers set was developed in close collaboration with museum experts. While building the set, users can listen to a specially created podcast, in which the designer of the LEGO set and a Van Gogh Museum curator discuss the artwork and the stories behind it.

The collaboration introduces a broad, international audience to the work and life of Vincent van Gogh in a distinctive and engaging way.

Eva Derksen, Head of Licensing at the Van Gogh Museum: ‘What sets us apart is not only the recognisability of Van Gogh’s work, but above all the story behind it. Together with partners such as the LEGO Group, we bring Vincent van Gogh’s art and life into products that resonate with people and connect them in new ways. We are incredibly proud to receive this award, which confirms that this meaningful form of collaboration truly works.’

Licensing partnerships

The Van Gogh Museum collaborates with leading national and international partners including Paperblanks, Floral Street Fragrances, Samsung, POP MART and A Bathing Ape, all of whom align with the museum’s mission and values. Since 2026, the museum has partnered with WildBrain CPLG as its global licensing agent (excluding the Benelux), with the ambition of making the work and story of Vincent van Gogh accessible to audiences worldwide through meaningful product collaborations.

All products are developed with Vincent van Gogh’s legacy in mind, and the generated income supports the activities of the Van Gogh Museum.

Brand & Lifestyle Licensing Awards

The Brand & Lifestyle Licensing Awards recognise excellence in product innovation, brand licensing management and retail. The awards are organised by Max Publishing. The Van Gogh Museum has previously received multiple B&LLAs for a wide range of collaborations.