Mattel has launched a new Thomas & Friends brand campaign in a bid to build momentum towards the arrival of The Great Race film in May.
The Team Thomas campaign is inviting fans to power Thomas on a digital journey to reach The Great Railway Show.
The UGC based initiative will be driven across www.thomasandfriends.com and Thomas & Friends UK Facebook page engaging parents and pre-schoolers via weekly tasks that reinforce the positive values of friendship, teamwork, participation and determination.
Parents can submit their photos, videos and comments with the dedicated hashtag #TeamThomas helping to power Thomas along his virtual journey.
The Team Thomas campaign will be launched across the globe with each country working as a team to get Thomas to the finish line to unlock prizes and new content.
Celebrity mum Frankie Bridge and her son Parker have joined the campaign, and Bridge will lead the conversation through media and social activity communicating the key message ‘when you race with Team Thomas, friendship always wins’.
Paid media, mummy blogger partnerships, PR and retail activation will amplify the campaign driving new audiences to join in.
The Great Race hits cinemas in May and the DVD will land in September. New product launches across the Fisher-Price Thomas & Friends lines as well as the extensive consumer products portfolio will support the new launch.