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Force hopes licensing its marque will act as recruitment drive to 'inspire future generations'.

 

Date - 1st November 2018
By - Nick Hudson - Police Oracle

 

A businessman tasked with turning Britain’s biggest police force into a global merchandising brand has spoken of the payback in being able to help put “bobbies on the beat” in his home town.

Company founder Will Stewart says it is an honour The Point.1888 has been chosen to launch a ground-breaking initiative for the Metropolitan Police – designed to “inspire future generations” to join the world-famous ranks.

Brand Met could include clothing, homeware, toys, stationery and souvenirs under the famous MPS logo, with the partnership set to run until May 2021.

In return, it is hoped the commercial tie-up with the brand specialists behind Tate galleries, Olympic Team GB and Battersea Dogs & Cats Home will raise hundreds of thousands of pounds at a time when the force's budget has been slashed by millions.

Licensing the Met marque will help generate significant income to reinvest in front-line police services, train existing staff and build greater affiliation with, and support for the service, the force believes.

A force spokesman told Police Oracle: “The Metropolitan Police Service is internationally renown and part of the fabric of London.

“Much like merchandise from the NYPD is highly sought after by visitors to New York, we expect similar interest from both Londoners and tourists for merchandise and brand association from the Metropolitan Police.”

Permission has been given to the Brentwood-based firm for images including the New Scotland Yard spinning sign – and officers on patrol – to be used on the products.

However anything that mimics the force's uniforms is off limits.

The forced added: "Absolutely no products will be produced which directly reflect the uniform of the Metropolitan Police Service and any products which attempt to do so will be charged with intellectual property infringement."

The Point.1888 managing director Mr Stewart said: "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."

Transport for London is also a partner in the deal, having brokered its own successful range of gifts and merchandise.

In October 2016 Police Oracle reported that the Met was investigating how it could make more use of its branding, merchandise and artefacts in order to plug some of its forthcoming budget gap.

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