MFA Boston Announces Partnership with Alfilo Brands to Develop New Retail Licensing Opportunities in the Greater China Region

BOSTON (January 14, 2019) The Museum of Fine Arts, Boston (MFA), 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.”

About Alfilo Brands

Headquartered in Shanghai with offices in Beijing, Guangzhou and Los Angeles, California, Alfilo Brands is a leading IP licensee that holds exclusive licensing rights to many of the world’s finest art and cultural properties, including the British Museum, Victoria and Albert Museum, the National Gallery and the MFA. Alfilo Brands utilizes artifacts, paintings, imagery and inspiration from the world’s top museums and galleries to offer assets that can be used to create licensed merchandise and retail experiences inspired by the art, history and culture that has shaped the world. For more information, visit www.alfilo.com.

The Museum of Fine Arts, Boston (MFA), is recognized for the quality and scope of its collection, representing all cultures and time periods. The Museum has more than 140 galleries displaying its encyclopedic collection, which includes Art of the Americas; Art of Europe; Contemporary Art; Art of Asia; Art of Africa and Oceania; Art of Ancient Greece and Rome; Art of Ancient Egypt, Nubia and the Near East; Prints and Drawings; Photography; Textile and Fashion Arts; and Musical Instruments. Open seven days a week, the MFA’s hours are Saturday through Tuesday, 10 am–5 pm; and Wednesday through Friday, 10 am–10 pm. Admission (which includes one repeat visit within 10 days) is $25 for adults and $23 for seniors and students age 18 and older, and includes entry to all galleries and special exhibitions. Admission is free for University Members and youths age 17 and younger. Wednesday nights after 4 pm admission is by voluntary contribution (suggested donation $25), while five Open Houses offer the opportunity to visit the Museum for free. The Museum’s mobile MFA Guide is available at ticket desks and the Sharf Visitor Center for $5, members; $6, non-members; and $4, youths. The Museum is closed on New Year’s Day, Patriots’ Day, Independence Day, Thanksgiving, and Christmas. The MFA is located on the Avenue of the Arts at 465 Huntington Avenue, Boston, MA 02115. For more information, call 617.267.9300, visit mfa.org or follow the MFA on Facebook, Twitter and Instagram.

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Contact

Karen Frascona
617-369-3442
kfrascona@mfa.org