Thomas & Friends unveils first global brand campaign

Thomas & Friends will launch its first-ever global marketing campaign, it has been announced by Mattel.

The campaign will be a multi-faceted, year-long marketing programme under the tentpole ‘Set Friendship in Motion’. The campaign is informed by a recent study that revealed mums’ value EQ (emotional quotient) as much as IQ. 

‘Set Friendship in Motion’ is designed with the purpose of helping preschoolers learn more about key friendship skills such as collaboration, communication, sharing, manners, kindness, and the abilities to express and understand feelings and emotions. ‘Set Friendship in Motion’ activation will include multiple touchpoints for families to interact with including content, digital activations, and live events to bring the campaign to life. 

“The Thomas & Friends brand is inspiring the next generation of genuine friendships that help children forge deep connections – first connections – particularly valuable in our digital age," commented Kate Schlomann, VP Global Brand Marketing for Thomas & Friends.

"All parents want their kids to have friends, and a best friend at that. And, they want their child to have the social and emotional skills in life that will help them grow to happy, healthy adults. Thomas is just the engine to set that dream in motion.”

The platform will be featured in a variety of ways across all markets and lines of business from 2017 onwards, including on television, packaging and content bumpers.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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