The Metropolitan Transportation Authority – the largest transportation network in North America – has secured a landmark partnership with IMG Licensing to expand its global reach and engagement through licensed products and experiences.
The multi-year partnership aims to capture the ‘energy and spirit’ of New York City by bringing the MTA’s assets to life in new ways for consumers around the world.
Under the agreement, IMG Licensing will manage and enhance the MTA’s licensing programme, developing new product categories and brand extension opportunities across apparel, accessories, home goods, stationery, publishing, food and beverage, toys and games, plus experiential offerings.
The partnership will aim to highlight the MTA’s storied heritage while celebrating its integral role as the beating heart of New York City.
The MTA – which debuted its first subway line in 1904 – has nearly 120 years of assets including subway route indicators, logo, station signs, mosaics, maps and photography collections.
“The MTA is much more than a transit system – it’s a cultural touchstone that reflects the fast-paced, buzzing energy of New York City,” commented Robert M Schwartz, vp at IMG Licensing. “From its globally recognised maps and mosaics to its history of artistic innovation, the brand embodies the city’s spirit. We are thrilled to team up with the MTA to build a robust licensing programme that celebrates its heritage while connecting it to a global audience in modern, creative ways.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
