Beyond Museum Walls – How the Natural History Museum is Reimagining Heritage IP
- Katapult Team
- 4 days ago
- 3 min read
In this episode of the Katapult Podcast, we go behind the scenes with Maxine Lister, Head of Licensing at the Natural History Museum (NHM).
As the UK’s most visited indoor attraction and family destination, the Natural History Museum is renowned for its Victorian architecture and 80 million natural history specimens. But how do you transform centuries of scientific curation into dynamic, globally scalable IP, touring theatre, and immersive location-based experiences (LBE)?
From paint ranges with Farrow & Ball to pop-ups with Pokémon and Katapult’s upcoming immersive light trail collaboration, Maxine shares the secret to building purpose-led, commercially thriving brand extensions.
1. More Than Dinosaurs: Turning 80 Million Specimens into Storytelling IP
When people think of the Natural History Museum, roaring animatronic T-rexes and prehistoric fossils often come to mind. But with over 80 million specimens and 350 active scientists finding real-world climate solutions, the storytelling canvas is virtually limitless.
"It would be very easy for everybody to assume we would do dinosaurs every single time... but we have 80 million specimens and a hell of a lot more stories to tell." — Maxine Lister
By mining internal archives, botanical art collections, and photography studios, Maxine and her nimble team work closely with paleontologists and curatorial specialists to develop style guides rooted in scientific integrity.
2. Expanding into Location-Based Entertainment (LBE)
While character-driven IP dominates traditional themed entertainment, heritage institutions possess an unmatched superpower: authentic narrative depth.
Over the past three years, the NHM licensing remit has expanded rapidly into the physical and experiential realm:
Touring Live Productions: A live theatre show touring across 70 locations in the UK and expanding internationally.
Cultural Pop-Ups: High-impact partnerships like the Pokémon x NHM activation and silent discos under the historic Hintze Hall ceiling.
Immersive Light Trails with Katapult: An upcoming seasonal experience designed to surprise visitors with unexpected narratives from the natural world.
3. Purpose-Driven "Edutainment" & Sustainability
Modern visitors, particularly Gen Z and family demographics, seek meaningful experiences. However, guest fatigue around environmental lecturing is real.
The NHM overcomes this through subtle, empowering "edutainment":
Empowering Small Actions: Translating complex climate research from exhibitions like Fixing Our Broken Planet into practical, everyday habits.
Sustainable Supply Chains: As a founding member of Products of Change, NHM embeds circularity, recycled materials, and reusable packaging into every retail collaboration.
4. Product Design Strategy: Adult Aesthetics vs. Family Fun
When developing consumer products and physical touchpoints, the NHM team applies a dual-track philosophy:
Adult Lifestyle & Home: The first read must be beautiful design and premium aesthetic; the second read is the museum provenance (e.g., Farrow & Ball paint collaborations and luxury afternoon teas).
Family & Kids: Centred on hands-on wonder, joy, and light-touch learning that ignites curiosity without feeling like a classroom.
Watch the Full Episode
Key Takeaways from Maxine Lister
How does the Natural History Museum protect its brand while expanding commercially?
Every licensed product or themed attraction undergoes strict scientific review by in-house experts to ensure anatomical and narrative accuracy, keeping the institution’s core conservation ethos intact.
What is the future vision for museum licensing?
Over the next 5 years, the museum aims to be the #1 UK museum brand in global licensing, expanding through international agents and bringing heritage-led storytelling to theme parks, resorts, and immersive attractions worldwide.
What is the biggest piece of advice for heritage brands entering the leisure and IP market?
Know your narrative strengths and embrace slow, steady growth. Sustainable commercial success in themed entertainment takes rigorous strategy, constant annual re-evaluation, and unwavering focus on your core brand story.
Ready to transform your heritage destination or IP into an unforgettable visitor experience? Explore Katapult’s Project Work & Insights.
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