When London’s Metropolitan Police Service announced its brand licensing program, the news attracted a lot of attention. Known for its easily recognizable uniform of constabulary helmets, bright high-visibility jackets with checked print and more, the organization is appealing to the public’s interest in owning a piece of those who protect Britain’s capital city and creating a new revenue stream to benefit its force.
Branding company The Point.1888 has been tasked with overseeing the MPS licensing program. Since being appointed last April, the agency has outlined plans to expand the law enforcement brand across toys, games, stationery, gifting and homewares. The Met’s deal with The Point.1888 will run through May 2021.
The venture also involves Transport for London, which is offering insight from its own licensing program. This year, London’s governing body for transportation paired with Adidas for a sneaker collaboration and signed a deal with souvenir manufacturer GWCC for apparel and accessories.
“The Metropolitan Police is a vital part of the fabric of London,” says Will Stewart, managing director, The Point.1888. “As part of the Greater London Authority, we are excited to share our expertise to help them bring in additional revenue through licensing their iconic brand.”