Dumb Ways to Die, an Australian campaign by Metro Trains to promote rail safety, is to be immortalised in plush.
The campaign has since expanded into all safety areas, and has spawned a song and an app game which recently made London’s Design Museum’s Design Awards 2014 shortlist,
Now fans can buy the characters from the campaign as plush toys thanks to a partnership between Metro, California-based licensing partner Evolution Inc. and New York-based manufacturer Commonwealth Toy and Novelty.
The range spans pocket sized plush to others reaching more than 30 inches in height, and the toys will retail from $5.99 to $99.00.
"We never set out for this to be a goal and it certainly didn’t factor into anything around determining the creative," said Metro general manager corporate relations Leah Waymark.
"But countless people asked, ‘Where can I get the t-shirt?’
"We had a lot of people who produce items approach us, from t-shirt makers to toy makers, to people who wanted to produce TV shows. But we narrowed it to what we thought would be most important, and that’s the brand integrity. This was not about finding another revenue stream. Finding a way to engage with people in different ways and keep the conversation alive was foremost."
Metro is working with several agents to secure worldwide distribution for the range.
Take a look at the Dumb Ways To Die characters in action below: