On-brand museums

InPark Magazine: Many children’s museums have found that they can drive visitation, enhance merchandising opportunities and generate revenue by creating and leasing multi-year traveling exhibits, through collaborations with intellectual property (IP) holders. Some of the brands in play such are already perceived as educationally oriented. At the same time, graphic characters representing toy and entertainment companies are highly popular among children themselves. For children’s museums, extending the reach beyond the traditional educational characters and partners can appeal to the actual audience – the children – increase foot traffic, and extend the life of an exhibit.