UK: Transport for London has announced a multi-year deal for licensing agency IMG to expand its brand engagement and licensing programme in the UK and internationally, with a special focus on engaging children and supporting wellness and active travel products.
Brands will be able to access distinctive TfL assets such as the London Underground map and roundel — described by IMG as one of the most recognisable symbols in the word — as well as the Johnston100 font, transport service iconography, seat moquette designs and the poster archive.
Plans include apparel and accessories, home, gift and stationery products, publishing, food and beverages, toys and games, and ‘experiential experiences’.
The deal follows on from TfL’s previous seven-year partnership with TSBA Group. Under the new agreement IMG will manage and build on TfL’s existing licensing programme, which has seen collaborations with brands including Arsenal Football Club, Kurt Geiger and Uniqlo.
The value of the deal for TfL will depend on the licensing agreement signed.
‘Every penny made by TfL is reinvested back into the transport network, and working with such a recognised leader in this field will help us reach new markets and engage with new audiences’, said TfL Brand Licensing Manager Ellen Sankey on May 16.