Thomas & Friends signs Trends UK for new ELA toys

Mattel is welcoming a new partner to its Thomas & Friends’ consumer products portfolio, in the form of Trends UK.

As part of the deal, Trends UK will roll out a line of Thomas & Friends Electronic Learning Aids (ELAs) during summer 2017.

Designed to develop early learning, numeracy and communication skills, the range spans a Thomas & Friends Smart Tablet, Thomas & Friends Flip-up Phone and Learn with Thomas Magnetic Fridge Toy.

“It’s a fantastic opportunity to work with Mattel and launch a new range of Thomas & Friends Electronic Learning toys, featuring one of the world’s most popular toy brands,” said Lindsay Hardy, marketing director at Trends UK.

“We are utilising our joint expertise in developing and marketing successful licensed educational toys to create Thomas & Friends ELAs that young fans will love to play and learn with.”

Helen Genia, licensing category manager at Mattel Consumer Products, added: “We are delighted to be working with Trends UK to launch this new range of Electronic Learning Aids. Thomas & Friends is a great platform for pre-schoolers to learn these key skills with this new range of ELAs.”

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