Oyster plans to build brand partnerships

TranSys, the consortium behind the Oyster card, is planning to extend the smartcard brand into new categories through product launches and partnerships.

The company has appointed brand licensing consultancy Golden Goose to encourage third-party businesses to “harness the power of the Oyster brand” by using it on products.

It is understood that TranSys is keen to build the Oyster brand in a similar way to Transport for London (TfL), which is now associated with tourist attractions in London and bears its mark on a range of souvenirs.

The company is looking at a range of product launches, including watches, clothing and mobile phones. It is expected that most products will be fitted with Oyster technology so they can be used as alternatives to the card on public transport, although other products will just be Oyster branded. It is in discussions with a number of “high-profile” brands.

Golden Goose managing director Adam Bass says TranSys will have to be very selective, in order to protect its reputation as a smartcard technology brand.

TranSys marketing director Sue Doyle says its research shows the Oyster brand and technology has “strong resonance” in London and that it is becoming globally recognised.