Fisher-Price steams ahead with Thomas and Friends plans

Samantha Loveday

By Samantha Loveday

April 2nd 2012 at 3:00PM
Fisher-Price steams ahead with Thomas and Friends plans

Raft of new products due for 2012, including fresh engines and play-sets based on DVD movie release.

Fisher-Price is gearing up for another strong year with the Thomas & Friends brand, building on the double digit growth it achieved in 2011.

The firm has ambitious plans to take the number one pre-school licence to new heights with extensions not only in the pre-school, Take-n-Play and Trackmaster ranges, but also with the introduction of new engines and play sets tying into the direct to DVD movie tent pole Blue Mountain Mystery.‪

With an extensive marketing campaign including four new TV commercials, media partnerships and PR support throughout, new introductions include: Thomas Busy Conductor and Steam n’ Speed R/C Thomas - both from the pre-school range. Kids control all the action with the Conductor’s five role-play features and the remote control Steam n’ Speed with real steam.

Also planned are the Great Quarry Climb from Take-n-Play with Thomas and Bud the Crane; plus the Blue Mountain Quarry from Trackmaster, which bring Thomas’ rocky adventures to life, complete with motorised Thomas engine, crane, cargo car and a mountainous loop of track.

Senior marketing manager, Wendy Hill, commented: "These fantastic new products clearly demonstrate the knowledge and wealth of expertise in play that Fisher-Price brings to the brand.

"In 2012, we are not just looking to maintain Thomas' position as the number one pre-school licence, but to grow Fisher-Price Thomas & Friends, supporting the brand with a high-impact marketing campaign with particular focus on retail execution."