A new range of Metropolitan Police branded merchandise is set to hit stores after the force hired brand extension specialists Point.1888 to identify commercial opportunities which, it’s hoped, will raise funds to help offset recent budget cuts.
The company will develop licensing partnerships across a range of product categories and retail channels, with proceeds reinvested in front-line policing and officer training.
Scotland Yard appointed the firm after asking Transport for London, which already has its own brand licensing contract in place, to oversee the procurement process.
TfL will also share its commercial and brand licensing experience with the force.
Simon Wilson, the Met’s Director of Commercial Services, said: “By partnering with the experts at Transport for London and The Point.1888 we are able to utilise the incredible strengths of our brands to drive commercial revenue.
“As a team we feel there is a huge global opportunity to develop marketing leading consumer products to support our vision.”
Will Stewart, Managing Director, The Point.1888, added: “We are extremely passionate about working with brands with purpose at The Point.1888.
“I grew up in London, so to be able to generate revenue that puts more bobbies on the beat in my home town is an honour.
“The Metropolitan Police and New Scotland Yard brands have unbelievable awareness and we will partner with outstanding licensees to help us really make a difference.”
Graeme Craig, Director of Commercial Development at Transport for London, said: “The Metropolitan Police is a vital part of the fabric of London.
“As part of the Greater London Authority, we are excited to be able to share our knowledge and expertise to help them bring in additional revenue, to reinvest back into policing, through the licensing of their iconic brand.”
