Transport for London (TfL) has partnered with popular 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.
Stina Wallin, International Product Manager for BRIO, said, “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. 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 in March 2024, the toy set is suitable for children aged 3 and over with a recommended retail price of €49.99. 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.
Ellen Sankey, Brand Licensing Manager for TfL, said: “We are particularly excited for this launch of London Underground-inspired toy train, as TfL’s brand embarks into the children’s toy market. With BRIO being one of the world’s leading toy companies, we look forward to bringing our instantly recognisable Underground trains to children across the world, allowing them to play with a little piece of London and its transport network at home.”
For more information on licensing opportunities with TfL, visit https://imglicensing.com/clients/tfl/
BRIO is a Swedish brand that was founded in 1884 in Osby, a small town located in southern Sweden. It is now a world-renowned toy brand best known for its wooden railway system, which was first created in 1958 and now sold throughout the world. In addition, BRIO produces toddler toys, games and builder construction toys. With a clean and simple design language, BRIO products encourage and open up a whole universe of fun, creating happy childhood memories.
Transport for London (TfL) is the integrated transport authority responsible for delivering Mayor of London Sadiq Khan’s strategy and commitments on transport. It runs the day-to-day operation of the Capital’s public transport network, including London Underground, London Overground, Docklands Light Railway, London Buses and Elizabeth line services, as well as managing London’s main roads. TfL does all it can to support the millions of journeys that are made every day and keep the city moving, working and growing. TfL reinvests all income generated through fares and commercial revenue to run and improve services and is committed to reducing costs.