Scotland Yard flogs its line of merchandise to fans worldwide

An Evening Standard mock-up of how the Met's merchandise could look

Scotland Yard wants to build itself into a global merchandising brand with an expansion of the goods on sale bearing the Met Police logo.

The Metropolitan Police Service (MPS) has hired the brand specialists behind the Tate galleries, Leon and Malibu to help them create merchandise including home ware, toys and souvenirs.

The force wants to bring in revenue to fund more frontline officers by selling goods such as clothes, and stationery branded with the force logo.

So far, efforts to market the Met has been limited to selling brand cufflinks, a Scotland Yard model forensics kit, toys and a fluffy model of Obi, the police dog injured in the London riots, and a teddy bear called Bobby bear.

An Evening Standard mock-up of a Scotland Yard mug

The Met wants to model its merchandise along the lines of the New York Police Department (NYPD) which sells baseball caps, mugs, aprons and beach towels among its branded merchandise.

NYPD clothing has been worn by Hollywood stars such as Chloë Grace Moretz and Renée Zellweger.

Simon Wilson, Director of Commercial Services at the Met, said: “As a team we feel there is a huge global opportunity to develop market leading consumer products to support our vision.”

Chloe Grace Moretz in NYPD branded clothing
Rex Features

PR guru Mark Borkowski, who has worked with everyone from Michael Jackson to American Express, said the deal could be worth millions.

He told the Standard: “I think it has more of a hope to succeed as a foreign export.

“It’s that image you have for Beefeaters, Bobbies, telephone boxes and the Routemaster buses. It’s the Downton Abbey effect, the projection of the Olympics. I don’t think you’ll see floods of Londoners buying their cuddly Met plod toy with their uniforms.

“If you think about NYPD or LAPD – I don’t think people in New York or Los Angeles have the same sort of romance about that police force.

Renee Zellweger sporting an NYPD tracksuit top
Rex Features

“I would think it would be on a par with what the London Underground has done. It could be worth millions. Resources are stretched so let’s hope it is a multi-million pound success for London.”

He said Jed Mercurio, the television writer behind Line of Duty and Bodyguard had helped to stir up the “sexiness” of the brand.

An Evening Standard mock-up of a Scotland Yard mug

The Met is looking for new revenue streams. It has made £720 million of savings since 2010 and must find a further £325 million by 2021, according to the Mayor of London’s office.

Government cuts to policing have led officer numbers in London to drop to their lowest level per head in 20 years, according to Sadiq Khan.

An Evening Standard mock-up of a dog wearing a Met police branded jacket

Sale of merchandise will help pay for frontline services, training and, it is hoped, inspire future generations to sign up.

The elements being licensed include the MPS logo, the New Scotland Yard sign, the MPS font and colour palette and imagery of officers on patrol.

The contract with Point.1888 was tendered by bosses at Transport for London (TfL) who have had their own successful brand licensing programme selling everything from designer cushions and Scrabble boards to watches and makeup bags.

Will Stewart, Managing Director of The Point.1888, said the brands have “unbelievable awareness” and added: “I grew up in London, so to be able to generate revenue that puts more bobbies on the beat in my home town is an honour.”

The partnership will last until May 2021 and the Met said annual revenue would depend on the particular deals made.

The Met said no products would be created that look the same as the uniform of Met officers.

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