To shape and promote the museum's cultural and creative product IP, aiming to highlight the cultural advantages of the museum's development and application of IP, highlight the significance of cultural relics, and help museum cultural communication and economic development.Through combing and analyzing the IP classic cases of British Museum, integrating the concepts of museum cultural communication, cultural and creative product design and commercial brand marketing, this paper discusses the IP creation and promotion strategies from five aspects: excavating the cultural connotation of collections, shaping the museum brand image, embodying the joint IP of regional culture, empowering the dual IP image of product marketing and cross-border cooperation.The research shows that the reasonable and effective development of museum IP can give life form to the cultural objects in the collection, lead the museum culture into public life, promote regional culture, and create economic value with commercial brands.