Mattel reveals Thomas & Friends campaign

Fisher-Price links with Toymaster for on-pack promotion and in-store activity.
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Mattel has unveiled a break-frame 360 degree campaign to promote Fisher-Price and the leading pre-school property, Thomas and Friends.

The programme will incorporate high profile marketing, PR and TV support, to promote the Fisher-Price Trackmaster and Take-n-Play collections, with more additions to its new line-up for preschoolers.

The major marketing campaign will target mums and pre-school children and will hit full steam in September, with a high profile Toymaster on-pack promotion.

The Blue Ticket promotion will give consumers an opportunity to win Fisher-Price Thomas prizes. The competition uses a Thomas peel-off ticket to drive consumers to an online portal, where they can enter their unique code to see if they’ve won.

In store branding and POP will flag up the promotion at retail, with additional Blue Ticket information across print advertising, online and regional PR.

In addition to the Toymaster activity, Fisher-Price will continue to drive the Thomas brand for all retailers into the festive season. Four TV drivers will run across Take-n-Play, Trackmaster and pre-school collections from September to December.

Mattel has also inked a full year press partnership deal with Thomas & Friends magazine. Over 250k collector posters will be distributed and extensive PR support will be in place.

Dominic Geddes, senior sales director, (pictured on the right with Paul Dean, senior sales manager and Rebecca Harris, senior brand manager) commented:

"We are committed to continuing to develop and improve the way we look after all our retailers and the Thomas & Friends campaign demonstrates how possible it is to create a valuable and successful marketing programme for all of our retailers."

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