Transport for London to license roundel and seat patterns worldwide in new tie-up with brand gurus IMG

The partnership will expand upon TfL’s existing licensing plans, which have allowed it to cash in on deals with Arsenal, Kurt Geiger and Uniqlo. That comes as the body looks for a way to improve its finances, having racked up a £1.27 billion deficit in 2021-22.

TfL said brands will be able to launch “apparel and accessories, home, gift and stationery, publishing, food and beverage, toy and games, and experiential experiences” using the TfL roundel, maps and seat patterns.

It added that firms were especially “eager to collaborate” to launch Elizabeth Line-themed merchandise.

Ellen Sankey, brand licensing manager at TfL said: “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, such as licensed products for children.”

Tim Smith, senior vice president of licensing at IMG, said: “In addition to being a world-leading transport system, Transport for London has also become a hallmark of London itself and an iconic brand that resonates around the world.

“We are excited to leverage our global network and expertise in licensing British heritage brands to curate a first-class collection of TfL products and experiences that stay true to the brand’s values and identity.”