The “City of Champions” could soon become the city of swag.
Boston is considering launching an official branded merchandise licensing program, which could include hoodies, mugs, tote bags and other promotional products featuring city logos, department insignias and historic symbols, The Boston Globe reported.
In addition to fueling civic pride, the merch program would also give Boston a chance to trademark the city seal and other departmental logos, which currently aren’t formally protected.
Inspired by a similar program in New York City, Boston City Council member Sharon Durkan requested the city explore a merch program last year. “When you fall in love with this city, you want to wear it on your chest,” Durkan said. “You want to put on a hoodie. You want to put on a cap. You want to wear it on your water bottle.”
Why Now?
Durkan’s push for a city-branded merch program comes as Boston experiences financial pressure. The Boston Policy Institute reports that the city will likely lose $1.4 billion in tax revenue over the next five years due to empty office spaces in the wake of the COVID-19 pandemic.
- Licensing fees or royalties from sales of city-branded merch could augment the budget.
- After all, NYC’s program generated over $24 million in 2009.
Plus, the program could support local designers, artists and small businesses in Boston, giving them opportunities to create and sell city-branded merchandise under an official license.
What Next?
Boston City Hall has allocated $100,000 in the current city budget for a pilot merchandise program tied to the upcoming Boston 250 celebration.
As part of that pilot, city staff have released mock-ups of potential apparel and accessory designs to get a sense of what might resonate with the public.
The city is also working with Boston University’s business school to research vendors, marketing strategies and potential models, such as in-house production vs. outside vendors.
