Nursery retailer Mothercare and baby product company Babyzen have teamed up with Transport for London (TfL) to lend their support to its popular Baby on Board programme.
The badges, which are a familiar sight on the transport network, encourage passengers to help make pregnant women feel more comfortable when they are travelling by offering them a seat.
Expectant mothers will now be able to collect their Baby on Board badge instore at selected Mothercare outlets in addition to ordering on TfL’s website, www.tfl.gov.uk, or collecting in person at a station.
“We are really excited to welcome Mothercare and Babyzen as the new sponsors of our Baby on Board badge,” said Chris Macleod, TfL’s commercial and revenue director. “It’s a great collaboration on an iconic badge that helps thousands of expectant mothers travel more comfortably on 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.
Liz Day, parenting consultant at Mothercare commented on the deal, saying: “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.”
“We wanted to extend our support to mums-to-be beyond our innovative YOYO+ stroller,” added Audrey Mizrahi, owner of Whitestep, Babyzen’s distributor in the UK. “This partnership is a great way of doing that as it helps parents to embrace the ease of travel with children, encouraging them to continue active lifestyles throughout parenthood, without the worry of travel limitations.”
