Scotland Yard wants to build itself into a global merchandising brand with an expansion of the goods on sale bearing the Met Police logo.

Standard

PR guru Mark Borkowski, who has worked with everyone from Michael Jackson to American Express, said the deal could be worth millions.

He told the Standard: “I think it has more of a hope to succeed as a foreign export.

“It’s that image you have for Beefeaters, Bobbies, telephone boxes and the Routemaster buses. It’s the Downton Abbey effect, the projection of the Olympics. I don’t think you’ll see floods of Londoners buying their cuddly Met plod toy with their uniforms.

“If you think about NYPD or LAPD – I don’t think people in New York or Los Angeles have the same sort of romance about that police force.

“I would think it would be on a par with what the London Underground has done. It could be worth millions. Resources are stretched so let’s hope it is a multi-million pound success for London.”
He said Jed Mercurio, the television writer behind Line of Duty and Bodyguard had helped to stir up the “sexiness” of the brand.

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