The filed record
Revitalizing TTC Branded Merchandise: Progress, Insights, and Strategic Direction
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The decision
2026-02-03 · Toronto Transit Commission Board · adopted
As filed
The TTC Board: 1. Endorsed the strategic direction for TTC merchandise and licensing which includes: a. Online Store Promotions and Enhancements b. Vending Solutions c. Retail Store Collaborations d. Brand Licensing Partnerships
On the agenda
As the city filed it
In 2025, the TTC made significant progress in revitalizing its TTC‑branded merchandise program through a renewed strategic focus. Key initiatives included strengthening business practices, introducing new and refreshed merchandise, delivering pop‑up retail activations, piloting partner collaborations, and exploring opportunities for continued program expansion. At its meeting of June 23, 2025, the TTC Board directed staff to assess the feasibility of establishing a standalone TTC brick‑and‑mortar retail store at Davisville Station or another suitable location.
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Based on this direction, staff conducted a comprehensive review of peer transit agencies, market interest, and the TTC's current merchandise performance. The review suggests that, at this time, a standalone TTC brick‑and‑mortar retail location is not the most effective approach. Accordingly, staff recommend focusing efforts on strengthening existing merchandise channels and pursuing alternative opportunities to enhance the TTC's presence within the branded merchandise space. The option of a standalone retail location will continue to be assessed as market conditions and program maturity evolve.
Staff recommended
It is recommended that the TTC Board: 1. Endorse the strategic direction for TTC merchandise and licensing which includes: a. Online Store Promotions and Enhancements b. Vending Solutions c. Retail Store Collaborations d. Brand Licensing Partnerships
On the record
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