On June 14, 2023, Alice “stepped” out of Wonderland and appeared in the splendid garden of the Victoria and Albert Museum in London, UK.
Alice was hidden in the garden, suddenly appearing to surprise and delight the guests. But that’s not all – she hosted a special afternoon tea in the garden and offered exquisite gifts with Alice-themed elements. Who would have thought of getting up close and personal with Lewis Carroll’s Alice, reliving the charm of this classic story and character?
The reason for everyone’s gathering here is due to Alfilo Brands, the exclusive licensee of V&A Museum’s IP in Greater China. They planned this art-appreciation journey to celebrate the successful commercialisation of the Alice-themed IP, allowing each brand partner to share and showcase their highly acclaimed Alice in Wonderland-themed collaborative products.
These products not only received commercial success, but also garnered nominations and awards. For instance, Alice’s Adventures series by the top Chinese ceramics brand JOYYE received the Bronze Award for Export Product Design at the Canton Fair.
Similarly, MIDOHOUSE’s Alice’s Adventures themed bedding set made it to the shortlist of the 2023 China Licensing Awards for Best Home Products.
AMIRO’s Alice’s Enchanted Light themed gift set for skincare made it to the finals of the 2023 Licensing International Excellence Awards for Best Licensed Product in Beauty category.
Wekki’s “Alice against Gravity” fairy tale town series building block set won the Trendy Toy of the Year award at the 2023 China Toy Awards.
Additionally, Chinese tea brand Yihetang brought their recently launched Alice-themed refreshing afternoon tea collection.With the success of the Alice-themed series, representatives from the brand partners embarked on an art-appreciation journey organised by Alfilo Brands to the UK, exploring the V&A Museum to seek more opportunities and expand the possibilities of art IP licensing.
At the event, several popular local and international content creators were present, interacting with Alice and the guests.
Moreover, Alfilo Brands arranged a special exchange session where brand managers engaged with museum experts and personnel to discuss the past IP licensing cases.
V&A Museum boasts over 2.8 million artworks and is hailed as one of the best museums in the UK. Alfilo Brands and the brand representatives explored various areas of this world-class museum. As they learned about and admired various exhibits, envisioning their potential for future licensing use.
In addition to the V&A Museum, Alfilo Brands also organised a visit to The British Museum and The National Gallery in the UK. Whether it was the classic British brunch at the British Museum or the exclusive “Magic Museum Night” at the National Gallery, these experiences left the guests with unique and deep impression and appreciation for the IP’s they have been working with.
Alfilo Brands firmly believes that the path to successful licensing projects starts where it originated. This journey is more than just viewing artworks; it involves seeking answers from past successes, gaining experiences, and connect them to develop their own unique IP licensing formula.
Alfilo Brands’ Co-founder, Zhang Lu, emphasised that this art appreciation journey in the UK not only celebrates the successful licensing cases of the Alice IP but also serves as a precedent for providing brand managers with an important international communication channel. In the future, Zhang Lu hopes to lead more brand managers to world-class cultural and artistic venues, immerse them in immersive private experiences, showcase the connection between art and business with an international perspective, and anticipate the birth of more collaborative themed series.
The article has been adapted for zephyr.nl, and you can read the original text in Chinese via the link below:
