Transport for London makes tracks Down Under with Merchantwise steering licensing

Transport for London is making tracks down under with news that TSBA Group has appointed Merchantwise Licensing to act as the Australian and New Zealand licensing agent for the TfL brand.

This new partnership will see Merchantwise Licensing working very closely with retailers and licensees to build licensing opportunities in all product areas for TfL in the region.

TfL runs the day-to-day operations of London’s public transport network, including the London Underground (known as ‘the Tube’ to locals), red London Buses and the forthcoming Elizabeth line. 

The company is behind some of the world’s most recognisable designs, such as the ‘roundel’, the Tube map and the iconic Routemaster bus. Every day, more than 31 million journeys are made across London’s transport network, with all income generated through fares and commercial revenue reinvested to improve services.

Richard Woolf, International Licensing Director of TSBA, said: “We are delighted to be working with Merchantwise Licensing to enhance the commercial profile and generate new interest for TfL. 

"Arguably the world’s most famous transport system, TfL has a fantastic design heritage, with instantly recognisable logos, art and vehicles. This iconic brand is admired across all generations and we are excited to see how it will take off on the other side of the world.”

Merchantwise managing director, Alan Schauder added: “Australians have a deep and affectionate connection with the UK. 

"The London transport system, with its famous ‘Tube’, is the most recognisable in the world. TSBA Group has created an exceptional merchandising program with deep, rich creative assets and over 50 licensees across several product categories, capturing the spirit of travel in one of the world’s greatest cities. 

"We are proud to be working with TSBA Group to bring this program to Australia and New Zealand.”

Chris Reader, head of commercial media at TfL, concluded: “London’s transport network is recognised the world over and has been a symbol of the city for over 150 years. 

"This new partnership will help promote our brand in new territories, while helping to generate vital funds for reinvestment for the benefit of all of our customers.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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