Transport for London (TfL) is today celebrating the 20th anniversary of its iconic ‘Baby on Board’ badge which has supported tens of thousands of customers since it launched. To mark the milestone, TfL is introducing a new badge option for those carrying multiple babies, with a new ‘Babies on Board’ badge.
The brand-new ‘Babies on Board’ badge is now available to order or collect along with the ‘Baby on Board’ badge. Specifically designed for parents expecting twins, triplets, or other multiple births, the badge features a plural update to the classic design. By introducing this new badge, TfL aims to represent the range of mums-to-be who travel on London’s transport network, and to remind all its customers of the importance of looking up when they travel and to offer their seat to those who may need it more.
TfL launched the “Baby on Board’ badge in March 2006 following research from a ‘Mind the Bump’ study that revealed pregnant customers were made to stand for an average of five stops before being offered a seat, and 35 per were never offered a seat. After a successful trial in summer 2005, TfL introduced the ‘Baby on Board’ badge, to offer support to those who may feel awkward about asking fellow passengers to give up their seat while pregnant, and it has been an iconic part of London travel ever since.
TfL is also expanding its partnership with John Lewis which has been ongoing since 2024. Customers who are expecting can now pick-up both versions of the badge and leaflets at John Lewis stores in London following an All Things Baby appointment.
TfL will also be shortly launching its third partnership with high street fashion brand UNIQLO, which will include both of the ‘Baby on Board’ and ‘Babies on Board’ badge, as an embroidery element, through their in-store on demand service RE.UNIQLO Studio. This can be applied to a wide range of UNIQLO products including bags, jackets, t-shirts and knitwear, at several London stores*, including UNIQLO’s Covent Garden store, which will reopen on 26 March, making a great gift for those expecting.
