The three-year deal supercedes a £420k partnership with Notonthehighstreet and is expected to generate over £100k which will be reinvested in London’s public transport network, with the badge itself distributed free of charge across the TfL network and within selected Mothercare outlets.
Badge wearers benefit from preferential seating at busy times with able-bodied passengers encouraged to make way for anyone sporting the badge.
Chris Macleod, TfL’s commercial and revenue director, said: “We are really excited to welcome Mothercare and Babyzen as the new sponsors of our Baby on Board badge. It’s a great collaboration on an iconic badge that helps thousands of expectant mothers travel more comfortably on the network.”
Liz Day, parenting consultant at Mothercare added: “Mothercare supports all expectant mothers and we are delighted to be sponsoring TfL’s Baby on Board badges. Mums will be able to gain access to a badge at more than 30 Mothercare stores in and around London, which will hopefully lead to a safer, more comfortable journey."
Last month TfL weighed into a pedophilia scandal surround former pop star Michael Jackson by banning advertisements proclaiming his innocence.