TFL – Mothercare

TFL sponsorship with Mothercare - Baby on Board Fathers Day Babyzen Mothercare TFL sponsorship deal TFL baby on board Sponsorship with Mothercare and Babyzen brokered by Reg & Co Sponsorship Agency
Commercial Partnerships
family, Mothercare, pregnancy, TFL
About This Project

Transport for London has responsibility for the London Underground, London Overground, Docklands Light Railway and TfL Rail. The most infamous of these networks, London Underground, better known as the Tube, is the world’s oldest underground railway network. Opened in 1863, today it covers 402km, serves 270 stations and handles up to 5 million passenger journeys every day.

Partnerships are an integral part of TfL’s remit. They seek to use their brand, scale and network to enable partners to engage, inspire and better the experience of their customers. The investment from these partnerships helps TfL to reinvest so they can continue to provide the best possible customer experience.

The iconic baby on board badge was introduced by TfL to ensure travellers were able to identify mums to be who might need a seat. It was introduced as part of the Travel Kind campaign to foster consideration by commuters, to others in need of a seat initially. The Baby on Board badge quickly became an iconic symbol and commuters changed behaviour to become more considerate. Now over 140,000 mums to be collect their Baby on Board badges each year either ordering online at or asking station staff across the network.

In a deal brokered by Reg & Co, Mothercare has become a retail partner of the iconic Baby on Board badge scheme. The Baby on Board campaign will develop on both TfL and Mothercare channels to give practical travelling and pregnancy advice to mums to be, and also insights and tips into travelling with young children across the network. Each Mothercare store will now carry an allocation of Baby on Board badges and TfL have also announced Priority Seating Week will coincide with the Mothercare partnership.