TOTAL LICENSING
London’s Police
break into licensing
London’s legendary police are break- explained the rationale behind the back to 1829 when the Metropolitan
ing into licensing. The official New new licensing campaign. ”This is a re- Police Service was formed.”
Scotland Yard brand is now on offer ally exciting time for us, and a great There are certain areas that the li-
to licensing partners for the very first opportunity for new licensees to get censing programme will not cover,
time. on board and tap into the heritage of such as apparel. As Camilla Lawrence,
Legendary around the world, the New Scotland Yard. Although we have Intellectual Property and Commercial
New Scotland Yard brand represents just signed our first license for a chil- Brand Manager with the Metropoli-
the rich heritage and sophistication dren’s forensic science set, essentially tan Police Services explained, “We’re
of British policing, the embodiment of it’s a clean slate; most categories are obviously an operational force and
courage, innovation and steely deter- up for grabs. We view this very much to have licensed apparel could cause
mination. as a partnership approach and we are confusion amongst the public which,
The Metropolitan Police Service is looking forward to working with and of course, we need to avoid”.
famed around the world and has a supporting a range of licensees to es- Beyond apparel, the new programme
unique place in the history of polic- plans to encompass a wide range of
ing. It is by far the largest of the police products, initially targeting the UK and
services that operate in greater Lon- Europe. The proceeds from the licens-
don and was founded by Sir Robert ing programme for the benefit of the
Peel in 1829. Originally it comprised Metropolitan Police Historical Col-
1000 officers policing a seven-mile ra- lection. This comprises a broad range
dius from Charing Cross and a popu- of historical artefacts, dating back to
lation of less than 2 million. the origins of the MSP in 1928 and in-
Today, the Metropolitan Police Service cludes uniforms, photos, records and
employs 31,000 officers, 14,000 police
tablish the New Scotland Yard brand
a multitude of different items, right
staff, 414 traffic wardens and 4,000
firmly in the market place.
down to chamber pots.
Police Community Support Officers
Anna continued; “We don’t want to be
The objective is to make the collec-
(PCSOs) as well as being supported
too prescriptive. New Scotland Yard is
tion more accessible to the public,
by over 2,500 volunteer police offic-
an exceptional brand that offers lots
not through an actual museum but
ers in the Metropolitan Special Con-
of opportunities, and we would be
through different initiatives, including
stabulary (MSC) and its Employer
happy to discuss ideas for products
online, which will enable products to
Supported Policing (ESP) programme.
with potential licensees. This is a really
be used for research as well as educa-
In total, London’s Metropolitan Police
important venture for us, as the ma-
tion.
Services covers an area of 620 square
jority of any licensing revenue will go
The first line of product, the chil-
miles and a population of 7.2million.
towards the preservation of the MPS
dren’s forensics’ products, will debut
Anna Gardiner, Head of Licensing
Historical Collection. This unique col-
at Spring Fair in February.
for the Metropolitan Police Service
lection comprises artifacts which date
Anna Gardiner and Camilla Lawrence
believe that the programme has enor-
mous potential. “We can see a wide
Examples of potential
range of upscale adult products, such
product designs using as sunglasses etc as well as more mass-
the New Scotland Yard
market products such as stationery or
brand
children’s toys”.
For further information about the New
Scotland Yard programme, contact
Camilla Lawrence, Intellectual Property
and Commercial Brand Manager.
Camilla.lawrence@met.police.uk
Tel 020 7161 1236
44
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