The three-year deal is the first of its kind and will generate more than £100,000 a year for the transport network. Pregnant women will receive a dedicated NOTHS catalogue, which will include ideas for baby essentials and gifts, tips on travelling while expecting and a discount code with their free badge.
Details of the pop-up spaces have been released on the TfL’s public contract with the retailer. NOTHS will have access to two, one-week lets at a jointly-agreed location on the London Underground estate with a higher than average dwell time and footfall.
As well as providing a commercial platform for NOTHS, the partnership aims to raise awareness of the badge and make the travelling experience of mums-to-be in London easier. ‘Baby On Board’ will retain its current design.
Ben Carter, marketing director at NOTHS, said: "We are incredibly excited to announce our partnership with TfL on the sponsorship of the iconic Baby on Board badge.
"As a company started by two female entrepreneurs and with a large female employee and customer base, we recognise that being a mum-to-be is a special and important time for any woman and understand the value and benefit that baby on board offers expectant mothers and ultimately want to help enhance that experience."
Graeme Craig, TfL’s director of commercial development, added: "We are delighted to have Not On The High Street sponsoring our Baby on Board badges. It's fantastic to be helping mums-to-be in London whilst also generating revenue that we can reinvest back into improving the transport network."
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