Robert Opie is the acknowledged authority in the United Kingdom on the packaging, posters, journals, song sheets, comics, postcards, film and television commercials and merchandise used in the marketing of manufactured products, and his collection, begun in 1963, now totals more than half a million items. Opie came to public attention in 1975 when the Victoria & Albert Museum staged an exhibition of packaging from his collection entitled The Pack Age: A century of wrapping it up. Subsequently part of his collection was displayed in a warehouse at Gloucester Docks between 1985 and 2001, and other items formed a Museum of Memories at Wigan Pier between 1999 and 2007.
The Museum of Brands, Packaging & Advertising was opened in London in 2005 and moved to its present premises in Notting Hill near the Portobello Market in 2015. Some 12,000 items from the Opie Collection are displayed, and illustrate every aspect of marketing from the early nineteenth century to the present.