Mattel launches social video content for My First Thomas & Friends Railway Pals playset

My First Thomas & Friends Railway Pals has launched a series of mini social video content to introduce parents to Mattel’s new Destination Discovery playset.

The content features two different formats including an emotive video featuring kids communicating the key features through ‘baby talk’ in order to create an emotional connection with their parents.

The second video features step-by-step demonstrations of how to build the product while highlighting its features.

These key features include nine track activation points which trigger sounds and sayings from songs and destination-themed content, to phrases that encourage children to learn.

Other features include 40 pieces of track, while the included Percy engine showcases a new look and a chunky design for children.

Created by Brave Spark, the new content is supported with a targeted marketing programme that will be boosted across mobile platforms and Thomas & Friends owned social media channels.

Wendy Hill, director of brand activation at Mattel UK, said: “We have created this new content to communicate with mum that Railway Pals is the first entry point to the world of Thomas and that the toys offer real play value and developmental benefits.”

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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