To coincide with the release of the Thomas the Tank Engine Great Discovery DVD movie on 6th October 2008, RC2 introduced the electronic Morgan’s Mine Electronic Playset as an extension to its popular Take Along Thomas range of extendable play sets and collectable characters. Built on three levels with lights and sounds, the Morgan’s Mine set features Thomas and the exclusive Stanley character embarking on a journey through the mine in the hunt for gold and other goodies.
A heavyweight TV campaign throughout UK and Ireland will run from October to December and will focus on the key preschool and Mum focused TV channels. The campaign is estimated to target over 650 children TVRs and around 1.4m housewives within the UK. An estimated 250,000 Irish children will see the Irish TV campaign at least 4-5 times rising to approximately 350,000 Irish children when including the UK broadcast overlap.
RC2 has full retail listings for Morgan’s Mine supported with extensive cross promotional activities through out the Take Along Thomas range. Major catalogue listings and Christmas promotional activities are scheduled.
Norton & Co worked alongside HIT to offer Morgan’s Mine sets as prizes across regional, national and women’s press with tickets to VUE cinema regional screenings and also supporting reviews of the DVD at launch. A quantity of Take Along Thomas sets were also included in goody bags at the premiere of the movie to build awareness among opinion formers. Working in conjunction with the regional press on a nationwide campaign to highlight local Days Out With Thomas, Morgans Mine featured heavily in prize packages with tickets to the various stations and events across September and October. The Morgans Mine set continues to feature heavily across pre-school, parenting and online media in pre-Xmas gift guides, competitions and giveaways and will be a focus for the company at this year’s Dream Toys media event.