Transport for London and its brand licensing agent, TSBA have named GWCC as its master souvenir partner for apparel and accessories.
The partnership will see GWCC design, manufacture and distribute a wide range of products for the all-important tourist and souvenir market.
Throughout the partnership, the rich heritage of the unique TfL brand will be explored and mixed with modern-day elements, to 'create meaningful designs that will resonate with visitors from around the world.'
A range of products, including men, women and children’s apparel, souvenir items, travel and gifting accessories, and more will be developed.
Historic elements from the more than 150 year old archive, from the bar and line logo known as the roundel to Mind the Gap and the schematic Underground Map will be interpreted by the firm.
The partnership will also see designs covering key aspects from London Overground, Docklands Light Railway and other TfL services being developed and introduced.
All income generated by TfL through this partnership will be reinvested to run and improve transport services across London.
Asif Shaikh, brand manager at GWCC, said: “We are truly honoured to be awarded this license, after serving the industry for 25 years we believe this partnership demonstrates our emphasis on quality product and maintaining brand integrity, the agreement has been the result of some extremely hard work between the teams at GWCC, TSBA and Transport for London.”
Chris Reader, head of commercial media at TfL, added: “London’s transport network is recognised the world over and has been an iconic symbol of the city for over 150 years.
"This new souvenir partnership which help people to take a little piece of TfL home with them, while helping to generate vital funds to invest in modernising the transport network for the benefit of all of our customers.”
Launch date for the new range begins from December onwards and will be rolling out across all gift retailers for sale to the public. Retailers can obtain more information on gwcc.uk.com
Oliver Stanton, licensing and brand partnerships manager, concluded: “Our priority when working with a British icon such as TfL is to ensure that we find a partner that values the brand and its heritage over anything else, and we are pleased to have genuinely found that in GWCC.
"Through their work with other British institutions we are confident TfL is in the best hands, translating their unique and famous assets for the tourist market of today.”