Rijksmuseum and The Magnum Ice Cream Company enter three-year partnership
Publication date: 23 March 2026 - 09:31
The Rijksmuseum and The Magnum Ice Cream Company (TMICC) are entering into a three-year strategic partnership. Through this collaboration, TMICC will contribute to the preservation and care of the Rijksmuseum's collection and support the further development of its programming for young adults. This enables both parties to strengthen their shared ambition to make art, craftsmanship and culture accessible to a broad audience.
The Rijksmuseum is the museum of the Netherlands, home to world-renowned masterpieces by artists such as Rembrandt, Vermeer, Frans Hals and Judith Leyster. As an international company headquartered in Amsterdam and a portfolio of iconic brands including Magnum, Ben & Jerry's, Cornetto and Ola, TMICC feels strongly connected to the city and its cultural landscape. In the years ahead, The Magnum Ice Cream Company and the Rijksmuseum aim to develop inspiring experiences for young adults.
At The Magnum Ice Cream Company, everything we do is about creating moments of pleasure and connection that last – just like a visit to The Rijksmuseum with its world-famous masterpieces. With this partnership, we are proud to contribute to the preservation of world‑class cultural heritage and to a programme that makes art and history accessible to everyone.
Peter ter Kulve, CEO, The Magnum Ice Cream Company
Thanks to the support of The Magnum Ice Cream Company, we can continue to invest in making the collection accessible to a broad audience. This partnership helps us strengthen our mission and inspire new generations with art and history.
Janneke van der Wijk, Director of Audiences, Rijksmuseum
About The Magnum Ice Cream Company
We are the world’s largest ice cream company, headquartered in Amsterdam, The Netherlands and listed on Euronext Amsterdam, the London Stock Exchange and the New York Stock Exchange. Home to four of the world’s five largest ice cream brands, with a global team of 16,500 employees, operating thirty factories, 12 R&D centres and a fleet of three million freezer cabinets, we generated €7.9 billion in revenue in 2025. From Magnum and Ben & Jerry’s to Cornetto and the Heartbrand, our ice cream portfolio delights consumers in 80 markets around the world. For more information, visit www.corporate.magnumicecream.com.
Rijksmuseum
The Rijksmuseum is the Dutch national museum of art and history connecting people with art and history. The museum presents an overview of Dutch art and history from the Middle Ages to the present day, alongside key aspects of European and Asian art. The more than 8,000 works in the permanent collection – including world-famous masterpieces by Rembrandt, Van Gogh, Leyster and Vermeer – give visitors a sense of time and an experience of beauty.
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Janneke van der Wijk (Rijksmuseum) and Peter ter Kulve (TMICC). Photo: Rijksmuseum/Charlotte van der Gaag.