The British Museum has unveiled the next chapter for Bastet, its character brand inspired by the Gayer-Anderson Cat, with international expansion, new creative development and on-site experiences set to introduce the feline guardian to new audiences around the world.
The developments – which were showcased at Brand Licensing Europe last week – represent the most significant evolution of Bastet since the British Museum launched the brand extension in 2024.
Created as a new way to unlock stories from across the British Museum’s collection for younger audiences, Bastet has evolved into a character-led platform with a distinctive sensibility for Gen Z and Gen A too.
The character imagines the Museum’s feline guardian coming to life after dark, embarking on adventures through history and encountering objects and stories from across the collection.
The foundation is now being built on with a new phase of international and experiential growth.
A key focus for the next phase will be Japan, where the British Museum is preparing to launch Bastet with a new creative treatment inspired by the visual language of manga.
The Museum confirmed its agency agreement with ZIPANG earlier this month, which will bring it to new audiences across Japan through a programme of licensing, merchandising and media partnerships.
The new initiative will see Bastet adapted into a manga style, creating a locally relevant expression of the character while retaining its connection to the British Museum and its collection.
China will also remain an important market for Bastet, building on the character’s existing development in the territory. New licensing partnerships in the region are utilising the character in the stationery and accessories space, as well as an ongoing in-house product development programme. The next phase reflects the British Museum’s strategy of allowing Bastet to evolve in ways that resonate with local audiences while maintaining a strong creative link to the Museum and its collection.
Alongside international growth, Bastet’s presence at the British Museum in London is also expanding. New developments have included the further development of the Bastet children’s store with new paper product lines and signage, and lunch pack products in the on-site cafes.
Bastet also took centre stage at the British Museum this summer through The Smurfs x Bastet: an adventure at the British Museum, bringing the Museum’s feline guardian together with the globally recognised Smurfs.
The collaboration combined character storytelling, the Museum’s collection and a family-focused visitor experience, with Papa Smurf, Smurfette and their friends joining Bastet on an educative adventure trail through the Museum, while an accompanying exclusive retail collection extended the story into consumer products.
“Bastet was created to help us tell the extraordinary stories within the British Museum in new and playful ways and it has been exciting to see the character develop and connect with audiences,” commented Craig Bendle, manager of product licensing at The British Museum. “From a new creative direction in Japan and continued growth in China to new experiences here at the Museum in London, we are now entering an exciting next phase for Bastet. We see significant potential to develop the character through imaginative licensing partnerships, products, storytelling and experiences that can introduce the Museum and its collection to audiences around the world.”
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