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The Source for Public Transportation News and Analysis November 4, 2011
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New in New York City: MTA Boutique at Macy’s

This holiday season, one New York City tradition—the public transportation agencies of the Metropolitan Transportation Authority (MTA)—is partnering with another—Macy’s. A 1,000-square-foot boutique in The Cellar of Macy’s flagship Herald Square store features a unique collection of MTA-trademarked products developed especially for the store.

The collection, titled NYC Underground, includes such items as apparel, accessories, mugs, water bottles, note pads, and wrist watches. Products featuring the easily recognizable New York subway map will be accented with the iconic Macy’s red star to mark the famous 34th Street and Broadway intersection known as Herald Square.

Macy’s has decorated the temporary boutique with subway maps, station signs, and even real subway benches and metal hand grabs on loan from MTA New York City Transit.

“As we look to make every dollar count across everything the MTA does, we’re working to enhance the value of the MTA brand and trademarks,” said Paul J. Fleuranges, MTA senior director of corporate and internal communications. “We are delighted to be able to do that with a prominent presence in such an iconic and world-renowned space.”

Gouda Inc., an official MTA licensed company, created the NYC Underground brand exclusively for Macy’s.

“Macy’s is excited about our partnership with the MTA and its new branded merchandise endeavor, NYC Underground. The MTA is the one thing that connects all New Yorkers. The city, our employees, and customers rely so heavily on the MTA getting us there that I’m sure visitors and New Yorkers alike will be proud to own an item of the collection. We’re happy to have the MTA Boutique pull into Macy’s Herald Square,” said Patti M. Lee, district vice president and Macy’s Herald Square general manager.

While MTA licensees have previously secured small, dedicated displays in other retail stores, this deal with Macy’s is the first instance of direct, co-branding collaboration between the MTA and a large retail store.

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