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Mattel secures global broadcaster for new Thomas & Friends as UK ratings surge 40%

Mattel has secured a raft of new international broadcast partnerships for its hit show Thomas & Friends: Big World! Big Adventures! 

The revamped show, which launched to consumers this September on Nick Jr. in the US, and on Channel 5, Milkshake! in the UK, has reported an increase in ratings of over 40 per cent amongst kids in the UK

According to Mattel, this "demonstrates the popularity of the new show and the changes to the content." The revamped content includes a more multicultural and gender-balanced ‘Steam Team’ line-up of core characters as well as seeing Thomas leaving Sodor for the first time to travel around the world.

Commenting on the performance on Milkshake! Louise Bucknole, VP Programming VIMN Kids UK & Ireland, said: We are delighted that the new adventures of Thomas & Friends has captured the imagination of Milkshake! viewers. The exciting makeover of this iconic heritage show has resonated with British kids and their families.”

Other international broadcasters to join the tracks of Thomas & Friends include Super RTL (Germany ), Cartoonito (Italy), Minimini (Poland), RTL Telekids (Netherlands), VTM Kzoom (Belgium), AMC Minimax (Eastern Europe), Hop! (Israel), Channel One (Russia). 

Additionally, Televisa (Mexico), TV Cultura (Brazil), ABC (Australia) and Corus Entertainment’s Treehouse Network (Canada) have also signed up the new series of the show.

Alex Godfrey, Senior Director Content Distribution for Europe, Mattel, said: “We are thrilled with the positive reception to Thomas & Friends: Big World! Big Adventures! in the UK and the uplift in ratings on Milkshake! are testament to the extent to which the new changes to content have struck the right chord with children and parents. 

"We are really excited for our esteemed international television partners to launch the new series later this year and can’t wait to see how the new series resonates with audiences around the world.”

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