Metropolitan Transportation Authority logo

MTA Boutique Arrives at Macy's Herald Square

We've opened a boutique in The Cellar of Macy's Herald Square featuring a unique collection of MTA-themed products developed especially for Macy's.

Photo of MTA Boutique at Macy's

The boutique features a collection, NYC Underground, that includes apparel, accessories, handbags, mugs, water bottles, note pads, umbrellas, wrist watches, and more. Products featuring the world's most recognizable 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.

To add authenticity to the shopping experience, the boutique is decorated with subway maps, station signs, and even real subway benches and metal hand grabs on loan from New York City Transit's Asset Recovery division. The boutique will remain in place throughout the holiday season.
Companies licensed to sell MTA-themed merchandise have previously secured smaller, dedicated displays in other retail stores, such as at Toys 'R' Us Time Square and FAO Schwartz. But this 1,000-square-foot boutique is the first time the MTA has had a direct, co-branding collaboration with a large retail store.

NYC Underground was created exclusively for Macy's by Gouda, Inc. -; an official MTA licensed company working in cooperation with the MTA and our licensing agent, Moxie & Co.

The MTA earns roughly $500,000 a year in fees and royalties from companies that receive licenses to use MTA logos and images, a figure that has more than tripled from what it was five years ago. There are more than 100 businesses licensed to use MTA imagery in their products, a figure that has more than doubled in the past five years. Licensing revenue and the number of licensees have burgeoned in recent years as the MTA has actively positioned its brand in new markets, such as digital apps and international merchandising, through new distribution channels.

Photo of MTA Boutique at Macy'sPhoto of MTA Boutique at Macy's