TfL Appoints IMG for Global Brand Licensing Program

IMG will manage and build Transport for London’s existing licensing program by developing new categories both for the U.K. and overseas.
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License Global

May 16, 2023

Tfl-branded products including a notebook, water bottle, pen, keychain and wallet.
Tfl-branded products including a notebook, water bottle, pen, keychain and wallet.Tfl

Transport for London (TfL)

has announced a multi-year deal with licensing agency


to expand its brand engagement and licensing program within the U.K. and across the world. TfL’s recent collaborations include partnerships with


, Uniqlo and

Kurt Geiger

 In December, following the news that

TfL had announced tender for its Brand Licensing and Development Agency

, License Global

spoke with Ellen Sankey, brand licensing manager, TfL

, to explore what 2023 would look like for the brand, as it celebrates 160 years since the opening of the London Underground and the 90th anniversary of the iconic London Underground map as designed by Harry Beck.

As TfL’s agency, IMG will have 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. 

The partnership will help brands access these assets, as well as iconography for

rail and river services, buses, active travel modes such as walking and cycling, as well as the Elizabeth line. Brands will also have access to TfL’s poster archive dating back to the early 20th century, which contains posters advertising travel to sporting events, tourist attractions and the art deco styles of the 1920s. 

“We are delighted to be partnering with IMG to grow our brand licensing work,” says Ellen Sankey, brand licensing manager, TfL. “Every penny made by TfL is reinvested back into the transport network and working with such a recognized 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!”  

“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,” says Tim Smith, senior vice president, licensing, IMG. “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.” 

IMG was recently listed top of License Global’s 

Top Brand Licensing Agents 2023


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