WardMaps & MBTA in Starts & Stops column of the Boston Globe

Map company on board with T merchandiseBy Eric Moskowitz
Globe Staff / November 28, 2010
Last week I wrote about the T’s plan to issue a request for proposals for a company to create official MBTA merchandise — from T-shirts to dog collars to neckties — that could be sold on the T’s website, at the direction of the general manager, Richard A. Davey.

That request will be issued in the first week of December, meaning the T store won’t be up in time for the holidays. But a limited amount of licensed merchandise is already out there, such as women’s jeans by Boston Jean Co. with the T’s multicolored route map embroidered on the back pocket ($159) available in stores and at http://www.bostonjeancompany.com/.

The day after I spoke with Davey, the T’s marketing department sought his signature on a licensing contract with WardMaps of Cambridge, a Porter Square business specializing in original and reproduction antique neighborhood maps.

WardMaps is owned by brothers Steven and Brian Beaucher, subway fans who have expanded their business to include transit maps as well as vintage subway and trolley memorabilia, such as original roll signs used to tell passengers where a train or trolley was headed.
Under the brothers’ new deal with the MBTA, WardMaps also now sells products with the T’s current transit map, such as mugs ($11.95) and messenger bags ($49.95), at their store and at www.wardmaps.com. The merchandise is also available at Brookline Booksmith and Davis Squared in Somerville.

The T gets a 10 percent cut, according to Barbara Moulton, the MBTA’s assistant general manager for communications and marketing.

“We’re convinced this is going to take off,’’ said Steven Beaucher, who is an architect. “We’re psyched for the T and psyched for us. Hopefully everyone’s going to get some good revenue out of this.’’
When the MBTA online store gets going, the WardMaps merchandise and other previously licensed gear will also be sold there, Moulton said.


MBTA gifts available online at:
Boston Coasters
WardMaps