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Development mode of cultural and creative products in British Museum

Founded in 1753, the British Museum is the world's first national public museum with 8 million collections. As one of the three largest museums in the world, the British Museum is at the forefront of the development of cultural and creative industries in the world. At the end of 200 1, the British Museum began to open to the public free of charge. There is no ticket income, instead, the museum operates itself. As a result, the income from cultural and creative products has gradually become the main source of income for the British Museum. Under the different backgrounds and needs of different countries, everyone has formed his own creative style. As one of the three largest museums in the world, the British Museum's cultural and creative products are quite mature.

(1) Digging deeply into the value of museum collections

For example, the series of products of "Mysterious Egypt" developed by the British Museum shows that it has developed more than 60 different interesting derivative products based on ancient Egyptian cultural relics. For example, mummy pencil case, mysterious priest bookmark, Egyptian element umbrella, Pharaoh and his friends tape and so on. The British Museum collects different cultures from all over the world. Using museum collections to develop cultural and creative collections can maximize the use of resources. Therefore, the British Museum will select some key cultural relics with high cultural recognition or exotic characteristics for systematic development, so as to increase visitors' desire to collect different varieties and styles and increase the number of purchases.

(B) from collective IP to dual IP with local characteristics

Regional culture is a characteristic culture marked by natural environment, urban landscape and local customs. This regional culture shows people's unique way of life, ideas and aesthetic taste, and becomes a characteristic symbol of localization. Regional cultural goods and IP cooperation funds are more likely to hit the soul and promote purchase. London, a city with international characteristics and distinctive personalized characteristics, has become an important element of product design, such as Tower Bridge and Big Ben. The British Museum has launched the London series, which highlights the regional and commemorative nature of tourist souvenir design.

(C) the development of popular IP convergence

The cooperation between the museum and popular IP not only makes the products more creative, but also attracts a large number of IP fans to buy them. Little yellow duck, as a daily special toy for bathing, is a symbol bearing many childhood memories in Britain. 1970, singer jim henson composed the popular song Little Yellow Duck, and Little Yellow Duck became a popular cultural element. Because of its cute image, Little Yellow Duck was accepted by the public, and was transformed into many versions of MengMeng, such as Roman soldiers, Vikings and the Sphinx, by the British Museum, which was deeply loved by the public.

Authorization of museum intellectual property rights

The authorization of museum culture means that the museum authorizes all the images, architectural styles and video materials collected in the museum to the licensee to design and develop derivative cultural and creative goods in the form of contracts. Authorized institutions need to plan the authorization business according to the overall brand connotation of the museum. Museums can collect royalties from brand licensing business. In order to ensure the excellent quality of authorized goods, museums have the right to supervise and inspect the authorized goods and manufacturers' production methods. British Museum Co., Ltd., established in 1973, is the window of the British Museum's external authorization. Through the image website of the British Museum, the high-definition image data collected by the British Museum are managed and operated, and users can directly apply for authorization to use related images through the website.

On 20 16, Shanghai Pinyuan Wenhua was authorized to develop all the peripheral products of the British Museum in Chinese mainland, and the company has the right to obtain the high-definition gallery of the British Museum, including the three-dimensional images of the collection, as the core raw materials for product development. After obtaining a rich collection database, they can design and produce various museum retail products, and cooperate with different brands in other industries to launch carpool products, such as smart phones and cosmetics. For example, Xiao Ming, the brand of Z generation, collided with the British Museum and launched a series of cooperation on "playing with ancient civilization". Together with Xiaoming, Pinyuan Wenhua team created the first large-scale surprise of cross-border cooperation in 20 19 from the initial IP resource combing, product design to the final integrated marketing presentation.