TfL signs up

Transport for London (TfL) set to make over £100,000 per year after making the first ever sponsor of its “Baby on Board” badges for pregnant commuters


Pregnant commuters will soon be encouraged to shop at with Transport for London (TfL) set to make the online retailer the first sponsor of its ‘Baby on Board’ badges.

Expectant mothers need not worry about turning into shapely human billboards, however, as the badge design will stay the same; the link-up will just ensure a free copy of the online retailer’s catalogue comes with every badge.

The link-up will also give access to TfL-owned retail space within underground stations to launch a series of pop-up shops. This will mark the first time the online retailer has opened physical stores, with it set to receive two one-week lets each year. The location and date of the pop-up shops is still unspecified.

The three-year sponsorship deal will generate over £100,000 annually for TfL and is part of ambitious plans to produce £3.4bn in commercial revenue over the next decade. In recent months, the transport body has linked up with supermarkets including Asda and Waitrose to provide click and collect at various tube stations as it steps up sponsorship deals.

The free badge scheme, first introduced in 2005 to help pregnant women get a seat on the tube, sees up to 130,000 badges handed out to Londoners every year.