Brand Story

New Scotland Yard: a name recognised throughout the world, yet perceived as quintessentially British. It conjures up thoughts of mystery, excitement; strength, justice and determination.

The name New Scotland Yard is steeped in tradition, it has featured in almost every famous policing story over the past 180 years.

In the mid 1990’s, police services in England and Wales were given the power to generate income through sponsorship and commercial trading. The MPS took its first steps into the world of licensing with Corgi Cars who produced a range of police vehicles.

Since then interest has grown in police related brands, NYPD being a good example, and crime based television both fictional and documentary continue to attract large audiences.

Market research was undertaken to learn more about the public perception of ‘New Scotland Yard’ and analysis enabled the brand to be developed. The new brand gave the MPS an excellent opportunity to introduce communities to the police in a more positive way.

New Scotland Yard appeals to all age ranges and has the potential to flourish in different markets. Officially launched at the beginning of 2009, the Metropolitan Police already have some excellent licensees on board with some very successful products on the market.