TfL links with IMG in licensing deal
We can expect to see more products on sale globally carrying the distinctive roundel and moquette fabric designs used by London’s public transport system Transport for London (TfL).
That will come after the body signed a deal with IMG to manage and build TfL’s existing licensing programme by developing new categories both for the UK and overseas.
Distinctive iconography like the roundel, Johnston100 font, Tube map and moquette designs will all be “available for brands to create authentic new products and experiences”.
TfL has announced a multi-year deal with the international licensing agency Ito expand its brand engagement and licensing programme.
The programme has already seen major collaborations with brands in recent years such as football club Arsenal, shoe specialist Kurt GeigerUniqlo
The two companies will now “look to extend TfL’s internationally recognised brand across new markets, with a special focus on engaging children and supporting wellness and active travel products”. These will include apparel and accessories, home, gift and stationery, publishing, food and beverage, toy and games, and “experiential experiences”.
London is home to the world’s oldest underground railway, which opened in 1863 and the transport network has been a very visual symbol of the city with the roundel that’s used at tube stations, the Routemaster bus, and the tube map all being instantly recognisable.
The company said the link-up will help brands access these assets, as well as iconography for rail and river services, buses, active travel modes such as walking and cycling, as well as the new Elizabeth line. Of the latter, TfL said that after opening in May last year, “its iconic purple colour theme is seeing brands eager to collaborate with TfL on a wide range of products”.
Brands will also have access to TfL’s extensive poster archive dating back to the early 20th century, which contains posters advertising travel to sporting events, tourist attractions and the art deco styles of the 1920s.
