CAMPAIGN OF THE MONTH: Fisher Price and Thomas & Friends

Everyone?s favourite tank engine is set for more sales-success this year, with Fisher-Price planning to push Thomas further than ever. We get the inside track on the Thomas & Friends campaign...
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Fisher-Price will broaden its Thomas & Friends campaign this autumn, introducing new advertising techniques across a variety of media. 

Fisher-Price has a support for the Trackmaster and Take-n-Play collections, as well as the new additions to its own Thomas & Friends line-up.

A major marketing campaign targeting both mums and pre-school children will go full steam ahead as the festive season approaches, with four TV drivers for the Take-n-Play, Trackmaster and Pre-school collections running from September through to December.

A full-year partnership with Thomas & Friends Magazine will ensure presence in every issue with prominent display ads, advertorials, page sponsorships and production competitions.

Over 250,000 collectors’ posters will be distributed via the magazine, as well as at leading events and retail.

Extensive online support, including a Thomas micro-site, will continue to show consumers the extensive Fisher-Price range while also driving home the collectability factor.

The campaign will also receive significant PR support throughout the autumn, as well as an extensive activation programme at retail.

A versatile new range

Fisher-Price's pre-school line-up will be reinforced by new additions specially designed for the youngest Thomas fans.

Suitable for 18 months and up, the Discover Junction collection includes push-along engines and play-sets at a variety of price points.

The key play-set is Thomas at Tidmouth Sheds, which features sounds and character phrases as well as chunky Harold and Fat Controller figures.

The Trackmaster version of the Tidmouth Sheds play-set brings to life one of the most popular locations for fans. Featuring train bays to store Trackmaster engines, a motorised Thomas engine and a motorise turntable, which is powered by the character's wheels, it includes a complete track layout.

Also new for pre-school, Follow Me Thomas enables youngsters to guide the way for Thomas using a light guided lantern. It has interactive phrases and sound effects, and when any of the three buttons on the lantern are pressed, Thomas will do one of three programmed moves: a figure of eight, circles and zig zags.

Take-n-Play continues to expand its collectability with new engines joining the small, medium and large assortments for autumn. The second half of the year also benefits from a further two new play-sets, the Engine Wash and Diesel Works – both tying in to the release of the Day of the Diesels DVD from Hit Entertainment. For take along play, both sets easily fold up and come with a carry handle for Thomas & Friends adventures on the move.

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