The new My First Thomas & Friends Railway Pals is taking over the free creche at the London Baby Show at Olympia this weekend, introducing over 22,000 mums to the new Thomas range.
Sponsorship of the creche is part of a strategic marketing programme that will drive mum engagement, while communicating that Railway Pals is the first entry point to the Thomas & Friends toy range.
All playsets feature special track activation points that work when the engines roll over them. The engines then play fun sounds, songs and phrases that teach letters, numbers, colours and directions. The tracks are connectable for non-stop, system play and the range also includes individual and multi-pack engines featuring all your favourite Thomas & Friends characters. Key developmental skills include nurturing motor skills, thinking skills and imagination.
“The Baby Show is a fantastic opportunity for us to bring the brand front of mind with a large group of mums, who are perhaps unaware that they can introduce Thomas to their children from as early as one years-old,” commented Wendy Hill, director of brand activation at Mattel.
A targeted marketing and PR programme to support the Baby Show sponsorship includes digital, social and press activations across the Baby Show and Thomas & Friends channels.