Van Gogh Museum Receives Another Award for Collaboration with the Lego Group

The Van Gogh Museum and the LEGO Group have won a Licensing International Excellence Award for the LEGO® Art Vincent van Gogh – Sunflowers set.

The award in the category Best Hardlines or Packaged Goods Collaboration was presented during the annual Licensing International Excellence Awards ceremony on Monday 18 May in Las Vegas. The award recognises outstanding achievements and innovation in brand licensing worldwide. In April, the collaboration also received a Brand & Lifestyle Licensing Award in London.

LEGO x Van Gogh Museum

The collaboration with the LEGO Group was inspired by Van Gogh’s painting Sunflowers (1889), one of the most beloved works in the Van Gogh Museum’s permanent collection. The LEGO® Art Vincent van Gogh – Sunflowers set was developed in close collaboration with museum experts.

While building the set, users can listen to a specially created podcast, in which the designer of the LEGO set and a Van Gogh Museum curator discuss the artwork and the stories behind it. The collaboration introduces a broad, international audience to the work and life of Vincent van Gogh in a distinctive and engaging way.

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Eva Derksen, Head of Licensing at the Van Gogh Museum:

“It is an honour to receive this award. The collaboration with the LEGO Group has been years in the making and was brought to life by two exceptionally dedicated teams who poured their heart and soul into every detail. We are incredibly proud of its success in translating timeless art in a contemporary and meaningful way.”

Licensing  collaborations 

The Van Gogh Museum collaborates with leading national and international partners including Paperblanks, Floral Street Fragrances, Samsung, POP MART and A Bathing Ape. The collaborations are driven by shared values and help the museum to inspire new and diverse target groups with the work and life of Vincent van Gogh.

Since 2026, the museum has partnered with WildBrain CPLG as its global licensing agent (excluding the Benelux), with the ambition of making the work and story of Vincent van Gogh accessible to audiences worldwide through meaningful product collaborations. All products are developed with Vincent van Gogh’s legacy in mind, and the generated income supports the activities of the Van Gogh Museum.

Licensing International Excellence Awards 

The Licensing International Excellence Awards are a global award for a global industry and the only international recognition of licensing excellence, spanning borders, and languages. Winners offer a glimpse of the brands and innovations that have shaped the licensing industry. The Excellence Awards finalists are selected by a judging panel of 150 industry experts from around the world.