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Transport For London (TFL) inks £420k deal to sponsor TfL’s ‘Baby on Board’ badge


By Jennifer Faull, Deputy Editor

January 19, 2015 | 2 min read

Transport for London (TfL) has struck the first ever sponsorship deal for its ‘Baby on Board’ badge with

The three-year deal has seen the online marketplace given access to TfL's consumer data as well as the option to launch a series of pop-up shops across the network's retail sites.

The badge design will be unaffected by the sponsorship agreement – worth £420,000 – but expectant mums will be given a catalogue when they collect it from ticket counters. Over 130,000 mums collect a badge every year.

The catalogue will feature ideas on keepsakes and nursery accessories as well as hints and tips on travelling on the network and ideas for places to visit in London with babies. will further benefit from the customer data captured on the dedicated ‘Baby on Board’ page on, where mums can order the badge.

According to the terms of the deal, the brand's marketing team will have the option to use this data to inform activity.

Ben Carter, marketing director for, said the brand is looking to further build its connection with this key audience.

“We recognise that being a mum-to-be is a special and important time for any woman and understand the value and benefit that baby on board offers expectant mothers and ultimately want to help enhance that experience.”

Additionally, will launch a series of pop-up shops – the first time the brand has ventured offline – as the agreement gives it access to two one-week lets of TfL retail space each year.

A spokesperson told The Drum that a date has not yet been set for the first pop-up shop.

TfL said it expects to generate over £100,000 a year for reinvestment in the public transport and road networks as part of wider plans to generate £3.4bn in commercial revenue over the next 10 years.

Transport For London (TFL)

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