Set is part of BRIO’s Trains of the World series.

License Global

March 8, 2024

2 Min Read
London Underground-inspired BRIO toy train, Transport for London, IMG
London Underground-inspired BRIO toy trainTransport for London, IMG

Transport for London (TfL) has partnered with toy brand, BRIO, to launch a London Underground-inspired toy train, in a deal facilitated by TfL’s global licensing agency, IMG.

A part of BRIO’s Trains of the World series, the toys replicate the London Underground’s iconic red, white and blue design bringing the authentic British experience to children’s playrooms. The push locomotive plays sounds and lights up as it travels through the red tube tunnel, creating a realistic playing activity that helps little train fans further explore the world of transport. The toy set includes a three-part push train, a ‘Tube’ tunnel, two play figures and a London Underground sign.

“Our range of toy trains, known as BRIO World, is designed to help children discover and explore the world in a fun and playful way,” says Stina Wallin, international product manager, BRIO. “Introducing such an iconic train to our playsets is a fantastic opportunity for children all around the world to get a sense of the London experience.”

Launching worldwide this month, the toy set is suitable for children ages 3 and over. The products will be available in-store and online, including Amazon (global), John Lewis and Argos. 

This collaboration is the latest addition to a robust licensing program being developed by TfL and IMG to bring the London Underground’s rich legacy and brand identity to global audiences in engaging new ways.

“We are particularly excited for this launch of London Underground-inspired toy train, as TfL’s brand embarks into the children’s toy market,” says Ellen Sankey, brand licensing manager, TfL. “With BRIO being one of the world’s leading toy companies, we look forward to bringing our instantly recognizable Underground trains to children across the world, allowing them to play with a little piece of London and its transport network at home.”

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like