Designed by Crush Creative, the style guide includes colourful, illustrated assets that take cues from historic poster art, blending retro aesthetics with contemporary designs. It includes six signature illustrations, four patterns, nine badges and 13 icons, as well as sample applications across potential products.

“As we start to expand the TfL brand into the children’s market, it is so important for us to offer licensees something easy to use and exciting that will engage and delight children and parents alike,” said Ellen Sankey, TfL’s Brand Licensing Manager.

“We want to make kids aware of the importance of greener options such as public transport, walking and cycling, and invite them to discover our wonderful city. This guide reflects our heritage and style, while also looking to our future.”

Crush’s Illustration Director, Theo Bain, added: “TfL has a rich history of collaborating with iconic artists and designers. You can spot this in everything from the famous Underground map, to where you park your bum on their iconic moquette! In creating this asset pack for children, we had the incredible opportunity to immerse ourselves in that world. It has been a privilege to breathe life into a series of images and patterns that pay homage to some of the great mid-century artists who brought so much joy to the underground in years gone by.”

The post TfL teams with Crush Creative for first style guide focused on children’s products appeared first on Brands Untapped.

The deal – facilitated by TfL’s global licensing agency IMG – has resulted in a collection spanning three trunks featuring patterns from the Northern, District, and Victoria lines.

“Coming across from the shores of Sydney, Australia, we first set up Budgy Smuggler UK back in 2016 and have been embraced by a number of different UK communities since then, which we’re very thankful for,” said Adam Linforth, Budgy Smuggler’s Chief Smuggler.

“We’re so excited to link up with an iconic part of the London lifestyle and culture in TfL. We all get the Tube to work everyday, so we jumped at the chance to join the brands and create something special for the UK summer that is both iconically Australian and also iconically British; the TfL x Budgy Smuggler Collection!”

The collection is available exclusively at Budgy Smuggler’s website.

The post Budgy Smuggler debuts TfL trunks appeared first on Brands Untapped.

The collaboration, facilitated by TfL’s global licensing agency IMG, also includes a special edition of Beer52’s Ferment magazine and exclusive London Craft Beer Tube Map for every customer.

Each brewery featured within the collection has been inspired by its own corner of the city, its communities, and its local Tube stations or bus routes. For example, Bianca Road Brew Co’s ‘Moquette’ session IPA features the seat fabric pattern of the Jubilee line, which passes beneath its brewhouse in Bermondsey.

“We believe the best beer collaborations bring a fresh perspective, and working with TfL has given the brewers working on this collection so much inspiration,” says Fraser Doherty, CEO of Beer52.

“The specially created map is not only a practical guide for beer enthusiasts, but also a testament to the creativity and innovation of London’s breweries. We hope it will inspire people to explore the city’s diverse neighbourhoods and discover some hidden gems along the way.”

The Beer52 London Beer Tour collaboration is available to subscribers and for purchase on the Beer52 website.

The post Beer52 teams with TfL for London Beer Tour collection appeared first on Brands Untapped.

Is that right?! You know, I don’t think I would’ve guessed that. Interesting!
Well – perhaps understandably – the work of an artist called Hannah Ewart somehow ended up on my Facebook feed. Hannah’s a graphic artist who’s created imaginary underground maps for different towns and cities in the UK. In other words, she’s created what the London Underground map might look like if it was based in other places.

Got it! And obviously I’ll put a couple of images in here so we’re completely clear…
In any case, I felt these would make amazing jigsaws, so we went for it and – in the run up to Christmas – we sold several thousand of them!

Oh, wow! Why do you think they’re so popular?
They’re genuinely spellbinding! My wife is from Liverpool and the first thing she wanted to see was what her local station would’ve been. Lo and behold, there would’ve been one in the road where she grew up! Who knew? She could’ve ended up with a railway line running across the back of the house, instead of Childwall Woods and the set of Brookside!

Ha! Didn’t do too badly, though, if the set of Brookside was there! How many puzzles are in the range, Gavin? And what towns and cities are covered?
We covered just about every big town and city in England, Scotland, Wales, and Northern Ireland… So there are 74 different puzzles.

74! Heavens to Murgatroyd! You went all in on it then?!
More than you know, Deej! Because we did each design both as a 400-piece puzzle AND a 1,000-piece puzzle to make it suit different levels of difficulty.

I love that you weren’t the least bit tentative launching this. So this is a licensed Transport for London product – but set exclusively outside London?!
Yes, it is, and we’re absolutely thrilled about it! If you’d asked me what one license I wanted for The Happy Puzzle Company above all others, it would’ve been this one! By the way, did I mention that for our 25th wedding anniversary a few weeks ago, the romantic gift that I got from my wife was the complete new set of London Underground train-line mugs… Now also including the Elizabeth Line! I told you I was a geek!

Ha! And you’re clearly chuffed to pieces about it! What was the biggest challenge getting these to market, Gavin?
In order to make these maps authentic, it’s impossible to avoid having quite a lot of areas of white within the jigsaw puzzles. That makes them quite difficult to do, unless you’re an experienced puzzler.

Oh, yes! I wouldn’t have thought of that…
Well, we’ve done our upmost to spread everything out so that there’s as little white space as possible – but you can only do so much, and that’s what makes them such a great challenge!

That’s a great answer, thank you. And why is now the right time for your first licensed product?
In business, you need to wait for the right opportunity. To have the opportunity with something which you love as passionately as I do, it makes it all the more exciting! And I am excited, which I suspect you’re picking up on!

I am picking that up! Given that answer, which kind of licenses might you look to work with in the future?
I love that question! And actually, I keep asking myself the same thing. The truth is this will lead to something else naturally… I don’t really want to force something. When we see that something’s right, I’ll go for it.

Great answer! See where things lead… And what qualities does a brand partner need to show for you to work with them?
They need to believe in what we’re doing as much as we believe in what they’re doing. Both sides need to be fully invested; it really is a two-way process… If that’s not there, then you’re pretty much at a non-starting position.

And in terms of the product development, Gavin, you mentioned the graphic designer…
Yes, Hannah Ewart…

Hannah Ewart! Did Hannah have in-house support from The Happy Puzzle Company?
She did! Hannah is the brains and the artist behind this, but then our outrageously talented designer, Richard Herman, added the magic. That included – of course – the box, the design and the marketing plan around it.

Brilliant. Let’s wrap this up, Gavin: what’s the one question I could’ve asked you today but didn’t?
That’s easy, you could’ve asked me my favourite piece of London Underground trivia!

That would’ve been great! Shame on me for not thinking of it… And what’s the answer?
So… Before World War II, they started building an extension to the Northern Line that would’ve seen the line go from Edgware to a different terminus in Bushey Heath, via Brockley Hill and Elstree South.

Okay…
Sadly, after the viaducts were bombed during World War II, the project was abandoned. However, for about 15 years, my office at Happy Puzzle was situated in what would’ve been the car park of Bushey Heath Station. Then Happy Puzzle moved to its current site… Which would’ve been next to the platforms of Elstree South Station. Howzat?!

Brilliant! Thanks Gavin. Great license – beautiful product!

The post Outgoing Happy Puzzle Company CEO Gavin Ucko pulls out all the stops with a brand new TFL jigsaw license appeared first on Brands Untapped.

This is the first BRIO product to carry the TfL logo and the train will come complete with figures, tunnel and a London Underground sign. Lights and sounds are activated when the train is pushed.

The train will join the brand’s ‘Trains of the World’ series. This line is made up of iconic locomotives, including trains inspired by the TGV INOUI and InterCity Express thanks to partnerships with SWNF and Deutsche Bahn.

“Our underground network is known across the world and this new addition to our Trains of the World series will enable fans to bring to life their railway adventures in authentic style,“ said Elaine Connell, BRIO product manager, Ravensburger UK.

The BRIO Trains of the World London Underground train will be available in the UK from March this year.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

The post Ravensburger teams with TfL for London Underground BRIO set appeared first on Brands Untapped.

The new multi-year agreement will see IMG manage and build on TfL’s existing licensing programme, which has seen collaborations with brands in recent years like Arsenal, Kurt Geiger and Uniqlo.

Working together, the two companies will look to extend TfL’s 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.

“We are delighted to be partnering with IMG to grow our brand licensing work,” said Ellen Sankey, Brand Licensing Manager at TfL.

“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. We are so excited to see where we can take the brand!”

Tim Smith, Senior Vice President of Licensing, IMG, added: “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.”

The post Transport for London appoints IMG as its licensing agent appeared first on Brands Untapped.

The collaboration – orchestrated by TfL’s global licensing agent TSBA Group – has seen the launch of a two pack of Mallet’s stalwart Knox trainers that celebrate the iconic Tube map.

Both the black and white colour options feature the schematic illustration of the network, the black in reflective silver, and the white coming in a tonal whiteout upper. Each pair comes with Mallet and TfL branded keychains, embossed collaborative heels and a lace shroud that doubles as a card holder.

“Growing up in Islington and taking the 271 bus from New North Road to Archway, the 38 bus from Essex Road to Angel and Hackney and regular journeys on the Central line from Liverpool Street to Epping, all I would think about on these journeys was owning my own sneaker brand,” said Tommy Mallet, Founder and Creative Director at Mallet London.

“Fast forward to 2023, and although the brand Mallet London is stocked worldwide in some of the biggest department stores across the globe, the heart of the brand will always be in London – which is how the Mallet X TfL collaboration came to be.”

Jo Edwards, Head of Global Licensing, TSBA Group, added: “We are delighted to have partnered Mallet and TfL to create this collaboration. The design aesthetic, using iconic TfL assets, is taken from product through to high-end packaging and beyond to a multi-channel marketing campaign all of which celebrates the brands’ connections with London.”

Ellen Sankey, Brand Licensing Manager at TfL, said: “Seeing how Mallet, a proud London-born brand, is using our iconic Tube map in their designs, shows how innovatively our heritage and assets can be used to give consumers a new way to represent this wonderful city.

“This year we are celebrating both the 90th anniversary of the map and the 160th anniversary of the opening of the Tube, and it’s in designs like these trainers that we can see how the Tube is an essential part of life in London.”

The post Mallett London debuts TfL footwear collection appeared first on Brands Untapped.

The deal, brokered by TSBA Group, will see Jordan Brand launch the Zone 23 collection, designed to ‘celebrate London’s fast-paced lifestyle and purposeful community spirit’.

The collection sees the Jordan’s Jumpman icon combined with the TfL roundel across tees, hoodies and long-sleeve t-shirts.

“London is one of the most diverse cities in the world so we are really excited to announce this collection with Jordan Brand,” said Ellen Sankey, TfL’s Brand Licensing Manager.

“The partnership shows how intrinsic TfL is to life in the capital, not just in keeping London moving but also its cultural impact – and reiterates how recognisable the roundel is.”

Jo Edwards, Head of Global Licensing at TSBA Group, added: “Once more, the iconic design heritage and positioning of TfL as the London brand comes to the fore in this fabulous collection launch with Jordan Brand. To be associated with this first apparel range, and to do this in celebration of Black athletes is a great privilege.”

The post Nike’s Jordan Brand teams with TfL for Zone 23 apparel collection appeared first on Brands Untapped.

The deal – secured by TfL’s global licensing agency, the TSBA Group – has resulted in six pairs of socks.

“Transport for London is such an icon of design, and working with the team over the last year on these socks has been a dream come true,” said Dan Zell, Co-Founder of The London Sock Exchange.

“We’re really proud of the socks we’ve made – they’re full of the colour, detail and ingenuity you’d expect from a TfL service, distilled into sock form. I can’t wait to spot them in action on the Tubes and buses of London soon.”

The Tube pair features a Tube train spiralling around the wearer’s ankle, while The Routemaster features an all-over pattern made of buses.

Elsewhere, The Platform – inspired by the platform safety graphics – features a simple monochrome graphic with yellow and white lines, while the pattern of Tickets Please pays homage to London’s Oyster cards, travelcards and railway tickets.

Both The Gingerline and The H&C are inspired by Harry Beck’s map of the London Underground. They feature repeat patterns made up of interchange stations as represented on TfL’s line diagrams – creating a polka-dot style sock.

“This creative collaboration showcases the instantly recognisable and historic design of London’s transport network showcasing classic British heritage with a twist,” said Ellen Sankey, Brand Licensing Manager at Transport for London.

“By using eye-catching designs such as the iconic Routemaster bus, as well as modern designs like the Oyster card in the range, these new products are a great way for people to take a little bit of London with them wherever they go.”

Jo Edwards, Head of Global Licensing at TSBA Group, added: “TfL owns a unique, vibrant and rich history, represented by iconic design such as the roundel and tube map. At their British studio, The London Sock Exchange took these assets to create exclusive designs which feel playful, contemporary and full of charm.”

The post The London Sock Exchange debuts TfL collection appeared first on Brands Untapped.

The new creative was launched at TfL’s London Lines event, which showcased how TfL and global licensing agent TSBA have worked with licensing partners to take TfL’s rich archive and use it across product categories.

“London’s iconic Tube map and roundel are recognised around the world, but there are many other aspects of our iconography that we feel would be great for brands to work with in a fun, creative way,” said Julie Dixon, Head of Customer Information, Design & Partnerships at TfL.

“All revenue we raise through brand licensing is reinvested back into London’s transport network and these style guides aim to spark ideas in designers big and small. We look forward to seeing how the industry takes these guides and work with us to create new and exciting retail products.”

While the Underground roundels and tube map continue to be prominent in the trend packs, moquette seat patterns and station architecture also take centre stage.

The four trend packs cover:

• New Iconic: Allows licensees to take the iconic Roundels and Tube map to create products that work across categories.

• Fashion Forward: Here the Roundel features prominently, with prints and patterns that include colour, slogans and icons for trend-led apparel and accessories.

• New Classic: This takes heritage assets such as the moquettes and intricate tile designs to create assets that resonate for homewares and gifting.

• On The Move: This features assets based on signage and wayfaring found across London with bold, bright graphics perfect for cycling, walking, wellness and travel-related products.

TfL’s creative assets also include the colourful moquettes which have decorated seats on buses and trains for many years, as well as the extensive poster archive dating back to the early 20th century. The archive contains posters advertising travel to sporting events, tourist attractions and the art deco styles of the 1920s.

Recent licensees for TfL include Bimber Distillery with single malt whisky, Budgy Smuggler with swimwear, Ebury Press with the TfL puzzle book, and University Games with a murder mystery board game.

TfL is keen to see new brand partners blend its heritage with the brand’s future, using the colours and themes to inspire new takes on classic iconography and designs.

“TfL is the London brand, supported by a rich archive of assets that goes back over 150 years,” said Jo Edwards, Head of Global Licensing at TSBA Group.

“TSBA developed a licensing strategy for the brand which these new trend packs support, allowing the brand to move into new sectors of the market, including homewares and home décor, and products for cycling, walking and wellbeing. With more than 80 licensees already on board and some exciting brand collaborations to be announced, it’s a great time to join the TfL licensing programme.”

The post Transport for London debuts updated style guide and new trend packs appeared first on Brands Untapped.