Non Violence Licensing AB

Peace Education and Advocacynonviolence.com

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

Peace education
Conflict resolution
Non-violence advocacy
Brand licensing
Cause merchandise

Where Non Violence Licensing AB is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Non Violence Licensing AB technology and API

Technology

Technology 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 signal

Partnerships

13 partnerships are on record, tiered minor, major and core.

GallerixminorGTM or Marketing Partner · 21 May 2025Swedish interior design brand collaboration with The Non-Violence Project Foundation for art and home decor products.
Andy OkayminorGTM or Marketing Partner · 16 April 2024Art for charity collaboration featuring international artists creating artworks to raise funds for Non-Violence Project's youth peace initiatives in Uganda and USA.
DedicatedminorGTM or Marketing Partner · 29 September 2023Clothing brand collaboration for Non-Violence themed apparel supporting the peace mission.
RE CapitalmajorStrategic or Co-development Partner · 14 November 2022Multi-year partnership supporting Non-Violence Project's global initiatives and educational programs.
Axel ArigatominorGTM or Marketing Partner · 12 September 2019Fashion brand collaboration for Non-Violence themed products and brand awareness campaigns.
Links JewelscoreGTM or Marketing Partner · 26 November 2018Swedish 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/FIFAmajorStrategic or Co-development Partner · 15 June 2017Football confederation partnership for Gold Cup 2017 and ongoing collaboration to develop association with soccer clubs in the region for peace messaging through sports.
SmarteyescoreGTM or Marketing Partner · 13 January 2016Swedish 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 & SportmajorStrategic or Co-development Partner · 9 December 2013Partnership 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)minorGTM or Marketing PartnerSACCNY supports Links Jewels launch in US market, providing business acceleration and market entry assistance for Swedish businesses in the US.
Humanium MetalcoreTechnology or IntegrationMetal 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 OnomajorStrategic or Co-development PartnerLongtime 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 NationsmajorStrategic or Co-development PartnerKnotted 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 assessment

Market position

Strengths1 record

Competitive moat5 records

Key highlights7 records

Customer concentration

Non Violence Licensing AB compliance and trust

Trust signal

Compliance1 record

Non Violence Licensing AB financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Non Violence Licensing AB leadership team

Management profile

Number of profiles

Profiles3 records

Non Violence Licensing AB funding detail

Funding detail

Funding 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 investment

M&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?

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.