Non Violence Licensing AB
Non Violence Licensing AB is the Swiss commercial arm of The Non-Violence Project Foundation, licensing the iconic Knotted Gun sculpture and selling branded art, jewelry, and merchandise to fund global peace-education programs for youth, schools, and sports organizations across 30+ countries.
- Company typePrivate
- Founded1993
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Non Violence Licensing AB does
Non Violence Licensing AB is the Swiss-based commercial and licensing arm of The Non-Violence Project Foundation, a Swedish-originated nonprofit founded in 1993 and headquartered in Geneva (with an additional licensing office in Verbier, Switzerland). The organization is anchored by The Knotted Gun sculpture, created by Swedish artist Carl Fredrik Reuterswärd in 1980 as a tribute to John Lennon; a bronze edition has stood at the United Nations Headquarters in New York since 1988. The foundation operates the Schools for Peace educational curriculum — a conflict-resolution and empathy-building program delivered to children, teachers, and sports coaches — and has educated over 10 million people across more than 30 countries on five continents. It holds UN ECOSOC special consultative status and is supported by a global ambassador network of more than 50 celebrities and athletes including Paul McCartney, Ringo Starr, Muhammad Ali, and Lionel Messi.
Non Violence Licensing AB commercializes the foundation's intellectual property through multiple revenue streams: limited-edition hand-painted sculptures sold via the art shop (shop.nonviolence.com) and international galleries including Saatchi Gallery; brand licensing royalties from collaborations with Smarteyes (eyewear across Sweden, Denmark, and Germany), Links Jewels (Humanium Metal jewelry made from destructed illegal firearms across 43+ Swedish stores), Axel Arigato, Dedicated, Gallerix, and other fashion and lifestyle brands; direct donations and monthly newsletter fundraising; and professional-services revenue from educational workshops and certified facilitator training. Distribution combines an own-storefront e-commerce channel, retail partnerships (NK department stores, Smarteyes and Links Jewels physical stores), and direct enterprise sales of the Schools for Peace curriculum to schools, municipal governments (e.g., NYC Department of Education, Mexico City), and sports organizations (CONCACAF/FIFA).
The business model is community-led: the foundation leverages celebrity ambassadors, art-based advocacy, and impact storytelling rather than traditional sales motions. With only 1–10 employees in the licensing entity and no disclosed funding rounds or revenue figures, the operation runs as a lean commercial layer atop a much larger global nonprofit infrastructure. Recent strategic activity — including a 2025 U.S. Open 'Rally for Peace' sculpture launch, the appointment of Anna Hellman as President in February 2025, and ongoing onboarding of lifestyle-brand partners — signals continued programmatic and commercial expansion, though scaling is structurally constrained by the nonprofit operating model.
Non Violence Licensing AB firmographics
Firmographics- Name
- Non Violence Licensing AB
- Legal name
- Non Violence Licensing AB
- Website
- https://nonviolence.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Non Violence Licensing AB is the Swiss commercial arm of The Non-Violence Project Foundation, licensing the iconic Knotted Gun sculpture and selling branded art, jewelry, and merchandise to fund global peace-education programs for youth, schools, and sports organizations across 30+ countries.
- Ownership category
- akta.pro rank
Non Violence Licensing AB industry classification
Industry- Product category
- Peace Education and Advocacy
- NAICS
- Lessors of Nonfinancial Intangible Assets (except Copyrighted Works) (533)
- SIC
- Patent Owners & Lessors (6794)
- akta.pro primary industry
- Gun Violence Prevention & Public Safety Policy Advocacy (BPAGAFAM)
- akta.pro secondary industry
- Merchandising, Character & Brand Licensing (MPADALAF)
Keywords
Where Non Violence Licensing AB is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Non Violence Licensing AB business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Art Sales & Sculptures: Sale of limited edition Knotted Gun sculptures and artwork designed by ambassadors. Each purchase includes a certificate and portion of proceeds supports the Non-Violence Project's mission.
- Licensing & Brand Collaborations: Licensing the Non-Violence brand and Knotted Gun symbol to third-party brands for jewelry, eyewear, clothing, and other merchandise. Companies pay licensing fees and/or donate portion of sales.
- Donations & Fundraising: Direct donations from individuals and organizations supporting the non-violence mission. Monthly newsletter and website donation capabilities.
- Jewelry & Merchandise: Sale of branded merchandise including bracelets made from melted illegal firearms (Humanium Metal), transforming weapons into jewelry as symbolic violence prevention.
- Educational Programs & Training: Training workshops for schools, organizations, and sports programs on conflict resolution and non-violent communication principles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Limited Edition Sculptures |
| One time/ perpetual license | Pay-as-you-go | Jewelry & Accessories |
| One time/ perpetual license | Pay-as-you-go | Eyewear Collection |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Non Violence Licensing AB product offering
Product offeringCore offering
Non Violence Licensing AB is the social enterprise arm of The Non-Violence Project Foundation, managing licensing of the iconic Knotted Gun (Non-Violence) symbol and operating art-based merchandise sales. The organization licenses the brand to corporate partners for products such as eyewear, jewelry, and fashion collaborations, sells limited edition sculptures and wearable art through its Art Shop, and delivers the Schools for Peace educational curriculum for conflict resolution training.
Product overview
Non Violence Licensing AB operates as the commercial arm of The Non-Violence Project Foundation, managing licensing and brand collaborations for the iconic Knotted Gun symbol. The company's portfolio centers on The Knotted Gun sculpture (created by Carl Fredrik Reuterswärd in 1980) as the core intellectual property, with products and services including limited edition art sculptures through the Art Shop, educational programs (Schools for Peace curriculum, Why Knot NY? workshops), the global Ambassador Program featuring celebrity and artist interpretations, and brand licensing partnerships. Revenue-generating streams include physical product sales (sculptures, wearable art, jewelry collaborations with partners like Links Jewels and Smarteyes) and licensing fees from commercial collaborations.
Differentiator
Problem solved
Functional benefit
Products and services
- Schools for Peace Educational Curriculum Educational curriculum for schools, teachers and community organizations providing structured conflict resolution training, empathy building and non-violent communication skills for youth and educators.
- Limited Edition Knotted Gun Sculptures Hand-painted limited edition sculptures based on Carl Fredrik Reuterswärd's Knotted Gun, each interpreted by a global ambassador in their unique artistic style and sold to raise funds for the peace mission.
- Licensing and Brand Collaborations Brand licensing offering for corporate partners to use the Non-Violence symbol and Knotted Gun on merchandise including jewelry, eyewear, clothing and home decor, with portion of sales supporting peace education.
- Non-Violence Wearable Art Collection Wearable art and jewelry collection featuring the Non-Violence symbol, including bracelets and bangles made from Humanium Metal recovered from destructed illegal firearms, sold through the Art Shop and partner retailers.
- Why Knot NY? Workshops Customized conflict resolution workshops delivered to high schools across all five boroughs of New York City as part of the partnership with the NYC Department of Education.
Quantifiable outcome
- 10 million+ people educated across 5 continents since 1993
- +4 more outcomes
Companies that use Non Violence Licensing AB
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Non Violence Licensing AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Non Violence Licensing AB partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered minor, major and core.
- GallerixminorSwedish interior design brand collaboration with The Non-Violence Project Foundation for art and home decor products.
- Andy OkayminorArt for charity collaboration featuring international artists creating artworks to raise funds for Non-Violence Project's youth peace initiatives in Uganda and USA.
- DedicatedminorClothing brand collaboration for Non-Violence themed apparel supporting the peace mission.
- RE CapitalmajorMulti-year partnership supporting Non-Violence Project's global initiatives and educational programs.
- Axel ArigatominorFashion brand collaboration for Non-Violence themed products and brand awareness campaigns.
- Links JewelscoreSwedish jewelry brand creating fine jewelry made from Humanium Metal (melted illegal firearms). Partnership includes Non-Violence symbol engraved products, with portion of sales financing violence prevention education. Products available at arildlinks.com and 43 stores in Sweden.
- CONCACAF/FIFAmajorFootball confederation partnership for Gold Cup 2017 and ongoing collaboration to develop association with soccer clubs in the region for peace messaging through sports.
- SmarteyescoreSwedish eyewear company launching Non-Violence Collection. Collaboration began in 2016 with multiple collections created since then. Products available in Sweden, Denmark, and Germany. Buying eyewear contributes to social change and peace.
- Peace & SportmajorPartnership for 'Atletismo por la Paz' (Athleticism for Peace) program in Colombia, delivering non-violence training to educators from NGOs and supporting national CSR development.
- Swedish-American Chamber of Commerce in New York (SACCNY)minorSACCNY supports Links Jewels launch in US market, providing business acceleration and market entry assistance for Swedish businesses in the US.
- Humanium MetalcoreMetal extracted from collected and destructed illegal firearms. Used by Links Jewels to create jewelry, with each product sold financing education for people at risk of picking up illegal weapons.
- Yoko OnomajorLongtime supporter and ambassador who asked Carl Fredrik Reuterswärd to create The Knotted Gun as tribute to John Lennon. Active advocate for the peace mission.
- United NationsmajorKnotted Gun sculpture on permanent exhibition at UN Headquarters since 1988. Foundation holds UN ECOSOC special consultative status.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Non Violence Licensing AB competitors and assessment
Company assessmentMarket position
Strengths1 record
Competitive moat5 records
Key highlights7 records
Customer concentration
Non Violence Licensing AB social profiles
Digital presenceNon Violence Licensing AB compliance and trust
Trust signalCompliance1 record
Non Violence Licensing AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Non Violence Licensing AB leadership team
Management profileNumber of profiles
Profiles3 records
Non Violence Licensing AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Non Violence Licensing AB M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Non Violence Licensing AB
What does Non Violence Licensing AB do?
Non Violence Licensing AB is the social enterprise arm of The Non-Violence Project Foundation, managing licensing of the iconic Knotted Gun (Non-Violence) symbol and operating art-based merchandise sales. The organization licenses the brand to corporate partners for products such as eyewear, jewelry, and fashion collaborations, sells limited edition sculptures and wearable art through its Art Shop, and delivers the Schools for Peace educational curriculum for conflict resolution training.
Is Non Violence Licensing AB a public or private company?
Non Violence Licensing AB is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Non Violence Licensing AB founded?
Non Violence Licensing AB was founded in 1993. It employs 1 to 10 people.
Where is Non Violence Licensing AB based?
Non Violence Licensing AB is headquartered in Stockholm, Sweden, in the Europe region.
How does Non Violence Licensing AB make money?
Five revenue lines are on record. Art Sales & Sculptures are the primary driver. The others are licensing & Brand Collaborations, donations & Fundraising, jewelry & Merchandise and educational Programs & Training.
Does Non Violence Licensing AB have an API?
No public API is recorded for Non Violence Licensing AB.
What industry is Non Violence Licensing AB in?
Non Violence Licensing AB's product category is Peace Education and Advocacy. Its primary akta.pro industry code is BPAGAFAM, Gun Violence Prevention & Public Safety Policy Advocacy, with a secondary code of MPADALAF, Merchandising, Character & Brand Licensing. Its NAICS code is 533 and its SIC code is 6794.