Chuggington steams into Hamleys

To mark the launch of the toy line, Learning Curve will be showcasing the products in Hamleys windows.
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The promotion is a first for the company and the brand. The windows will act as a platform for the products based on the CBeebies pre-school series.

The brand showcase will take place from May 3rd, with the window being unveiled on May 11th through until June 19th, during which time, the range will also be TV advertised.



As part of the promotion, Hamleys will also host storytelling events, offer opportunities for children to watch the show, run competitions, in-store radio activity, give-aways, themed menus, staff will be dressed in branded t-shirts, and the 3D Wilson will be present in store.

Brand owner, Ludorum will also be encouraging children to design a Chuggington flag with the winning design featuring in the next series.

Mark Ashurst, Learning Curve’s director of marketing for train play and pre-school said: “Chuggington started life as an animated series from Ludorum and is now listed as one of the most-viewed pre-school programmes on TV.

“We have had a fantastic launch of the range, great support from our retail partners and our die-cast Wilson engine is already performing as one of Amazon’s top ten selling toy items, This is just the start.



“Building on the success of these ratings and of train play amongst pre-schoolers in general, we will be hosting promotional activity in a leading toy venue, potentially reaching five million consumers over a month.”

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