Ed Sheeran teams up with Tokyo train line to promote new album
A major and unexpected collaboration has been announced between the global music superstar Ed Sheeran and the Toei Oedo subway line in Tokyo to promote the singer’s latest album.
The new partnership between Warner Music Japan and the Tokyo Metropolitan Bureau of Transportation is a massive, multi-part campaign titled “Oh(オー)!Ed(エド)!,” a pun on the “Oedo” line’s name.
The collaboration was reportedly inspired by a number of coincidences, including the fact that the Oedo line’s signature magenta color matches the concept color of Ed Sheeran’s latest album, PLAY.
In a message to his fans, Sheeran stated, “To everyone in Japan, I’m so happy that we could make this collaboration happen, and I really hope you enjoy it.”
The campaign features five different major components.
A highlight is the “Oh!Ed! Museum Train,” a special, eight-car train on the Oedo Line that has been completely decorated with an Ed Sheeran theme, with each carriage featuring a different exhibit.
A digital “Oh!Ed! Stamp Rally” will also be held, where participants who collect all the stamps can receive a free A4 clear file and enter a lottery to win an exclusive T-shirt.
A line of exclusive collaboration goods will be sold at the “Toeiro” select shop at Ichigaya Station.
The merchandise lineup is as follows:
- Album “PLAY” (Limited Jacket): ¥3,300
- T-shirt (White or Black): ¥5,500
- Keychain: ¥1,650
- Towel: ¥2,750
A separate collaboration with various other businesses along the subway line will also be held, where customers can receive an exclusive sticker.
Finally, a limited-edition “Toei Marugoto Kippu,” an unlimited one-day pass for all Toei transportation, will be sold, featuring a special design of the PLAY album art.
The various parts of the “Oh!Ed! Collaboration Campaign” will start from Monday, the 8th of September, 2025.
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