HERO PRODUCT: Mattel/Fisher-Price

As the new master toy licensee for Thomas and Friends, Mattel has big plans for the pre-school favourite...
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Take n Play is an extensive range of die-cast vehicles showcasing new and old characters from Thomas & Friends. These will be available in small, medium and large editions reflecting the character scale in the show. Adding extra innovation will be the all-new Talking Die-Cast.

Following the premier of Thomas & Friends’ character voices in Hero of the Rails, fans can now enjoy adventures with the talking die-cast vehicles. In addition, the range includes the colourful Tote-A-Train Playbox, a storage caddy, styled with a sculpted Thomas’ face and plastic handle which features a moulded track on the reverse for instant play.

Each of the four play-sets opens out to reveal a different location from Thomas’ world including Percy at the Mail Depot, Cranky at the Docks, Thomas at the Farm and the Tidmouth Sheds. Each set is complete with die-cast vehicle.

A series of games and puzzles will complement the collection.

Marketing

Fisher-Price will support the range roll-out with a major marketing programme in conjunction with Hit Entertainment. It will also be capitalising on the noise surrounding Thomas’ 65th anniversary.

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