Transport for London strengthens international route with new licensing agents

TSBA Group is looking to strengthen its Transport For London brand in the international marketplace, with the appointment of two new licensing agents.

The London-based firm has tapped License Connection to act as the brand’s agent in the Benelux region, while MJA Licensing will be heading up TfL’s activity in France. The new partnerships commence effective immediately.

Both agencies will now look to work very closely with retailers and licensees across their respective regions in order to build new licensing opportunities in all product areas. There will be a strong focus on clothing, home accessories and stationery.

TfL is the integrated transport authority who run the day-to-day operations of London’s public transport network, including the London Underground, red London Buses and the forthcoming Elizabeth line. The company is behind recognisable designs, such as the ‘roundel’, the Tube map and the Routemaster bus.

“We are delighted to be working with License Connection to enhance the commercial profile and generate new interest for TfL,” said Richard Woolf, international licensing director of TSBA.

“License Connection and MJA Licensing both bring with them a wealth of experience and contacts which will allow us to develop new opportunities for local licensees and grow our business in these key markets. 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 in other European countries.”

Daphne Kellerman, founder of License Connection, added: “We are thrilled to partner with TfL to introduce this phenomenal brand for the Benelux licensing market. The Underground remains a widely recognised symbol of the city for London and we are excited to be working on an extensive rollout across several product categories in the coming months.”

Meanwhile, Julie Dixon is the head of customer information design and partnerships at transport for London and believes that the new partnerships will help generate vital funds for reinvestment for the benefit of all of TfL’s customers.

At the same time, the TfL licensing programme is continuing to grow and gain recognition. TfL has been awarded a Best Brand Licensed Fashion Range at the Brand & Lifestyle Licensing Awards (B&LLAs) 2019 in London on 25th April for its “adidas x Transport for London footwear collection”. The collaboration was developed and agreed through TSBA, TfL’s brand licensing partner.

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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