The boys in blue are bringing out their own clothing line.
The Metropolitan Police Service is hoping to start a new sartorial brand, which will feature cuddly toys, homeware and stationery to help fund their frontline officers.
It comes as the Metropolitan Police is locked in a race to find new revenue streams as government cuts to policing has led to the lowest number of officers per head in 20 years.
Since 2010, the force has made £720 million worth of savings and must slash another £325million from their budgets by 2021, according to the Mayor of London’s office.
The Metropolitan Police is already selling some merchandise such this police teddy bear, but want to start a new sartorial brand, which will feature cuddly toys, homeware and stationery to help fund their frontline officers
The move resembles the New York Police Department’s merchandise featuring the famous ‘NYPD’ logo which they put on clothing, baseball caps, mugs, aprons and even branded towels
Although the Metropolitan Police is already selling merchandise including cufflinks and models of Obi, the police dog injured in the London riots, now the ‘MPS’ logo, their famous sign outside New Scotland Yard, the MPS font and colour palette and images of patrolling officers will feature in their branding.
The move resembles the New York Police Department’s merchandise featuring the famous ‘NYPD’ logo which they put on clothing, baseball caps, mugs, aprons and even branded towels.
Marketing experts believe the new line will help make the Metropolitan Police Service a global brand and as recognisable as their American counterparts.
Brand specialists, The Point 1888 – who have worked with the Tate galleries, the upmarket fashion chain Hobbs and the health food chain, Leon – have been called in to help the campaign by Transport for London.
TFL have lead their own successful branding exercise which saw them sell designer cushions, makeup bags and watches.
Will Stewart, Managing Director of The Point.1888, told the Evening Standard: ‘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.’
The Metropolitan Police Service last night reassured that their plans would not lead to more people impersonating police officers.
The Metropolitan Police is already selling merchandise including cufflinks (pictured) and models of Obi, the police dog injured in the London riots
It told the Times: ‘Absolutely no products will be produced which direct-ly reflect the unifrorm of the Metropolitan Police Service and any product which attempts to do so will be charged with intellectual property infringement.’
A spokesman added: ‘The Metropolitan Police Service is internationally renowned and part of the fab-ric of London.
‘Much like merchandise from the New York Police Department is highly sought-after by visitors to New York, we expect similar interest from both Londoners and tourists for merchandise and brand association.
‘Licensing the MPS brand will help generate significant income to reinvest in frontline police services, training staff and building greater affiliation with and support for the service, thereby inspiring future generations to join.’