Mattel and Fisher-Price will be showing off the first products in the new Thomas Wooden Railway line at New York Toy Fair this week.
The new product line marks a return to Fisher-Price's heritage in wooden toys.
Thomas Wooden Railway debuts with 108 skus in the UK, US, Canada, Australia, Germany, Japan and Italy, and continues to roll out globally through spring. Additional products will be released in the autumn.
A new marketing campaign will include a 'mom-targeted' video campaign and a new parent-targeted online destination. In addition, Fisher-Price will supply retailers with the classic Thomas Wooden Railway play table, giving children a hands-on in-store experience.
Fisher-Price has also developed exclusive product for specialty retailers, including limited release engines.
"Train play goes hand in hand with the Thomas & Friends stories that kids love, allowing children to re-enact and imagine their own adventures on the Island of Sodor," said Shari Donnenfeld, head of Hit Global Brands at Hit Entertainment. "We are thrilled to be launching the new signature Thomas Wooden Railway line with Fisher-Price."
Rick Glanker, VP, marketing for Thomas & Friends at Fisher-Price, added: "Fisher-Price is proud to be the steward of Thomas Wooden Railway."
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