MFA Boston expands merchandising to China through Alfilo Brands partnership

The Museum of Fine Arts (MFA) in Boston has partnered with Alfilo Brands, a Shanghai-based licensing company, to develop its merchandising program in China. Alfilo Brands holds exclusive rights for major cultural institutions including the British Museum, Victoria and Albert Museum, and National Gallery. The partnership will oversee reproduction of products such as stationery, home textiles, fashion, and jewelry inspired by the MFA's collection. In December 2018, the MFA launched customized Kindle cases featuring Claude Monet paintings from its collection. Debra LaKind, director of business development and strategic partnerships at the MFA, stated the collaboration supports the museum's mission to unite art and people globally. Alfilo Brands has offices in Beijing, Guangzhou, and Los Angeles.