TFL Baby on Board Sponsors brokered by Reg & Co

In a sponsorship deal brokered by Reg & Co, Mothercare and BABYZEN have both been named as new sponsors of TFL‘s world famous Baby on Board badge scheme.

The three-year deal will generate important funds to be reinvested back into the London transport system and expand access to the programme ensuring that the badge, which alerts fellow passengers show care to expectant mothers, will remain free and will now also be available in Mothercare stores.

“We are really excited to welcome Mothercare and BABYZEN as the new sponsors of our Baby on Board badge. It’s a great collaboration on an iconic badge that helps thousands of expectant mothers travel more comfortably on the network.” – Chris Macleod, TfL’s Commercial and Revenue Director

Mothercare is the UK’s number one specialist retailer for babies and expectant mothers and BABYZEN is the innovative brand behind the YOYO+ stroller.

“Mothercare supports all expectant mothers and we are delighted to be sponsoring TfL’s Baby on Board badges. Mums will be able to gain access to a badge at more than 30 Mothercare stores in and around London, which will hopefully lead to a safer, more comfortable journey.” – Liz Day, parenting consultant at Mothercare

The badge, welcomed by mums-to-be and a prized milestone in the pregnancy journey, encourages passengers to help make pregnant women feel more comfortable when they are travelling by offering them a seat. The badges have become a familiar sight on the transport network.

“We wanted to extend our support to mums-to-be beyond our innovative YOYO+ stroller, the first stroller accepted as cabin luggage on board of planes. This partnership is a great way of doing that as it helps parents to embrace the ease of travel with children, and encourages them to continue active lifestyles throughout parenthood, without the worry of travel limitations.” – Audrey Mizrahi, owner of Whitestep, BABYZEN UK distributor

Expectant mothers will now be able to collect their Baby on Board badge in store at selected Mothercare outlets. In addition, the free badge can be ordered on TfL’s website,, or by asking station staff across the network.

The sponsorship deal will generate more than £100,000 that will be reinvested back into improving London’s public transport network for everyone.

Read more about Reg & Co’s previous sponsorship deal with TFL Sponsorship and Mothercare.