The Railway Series began as a collection of stories featuring Thomas the Tank Engine, created by the Reverend W. Awdry, to entertain his son Christopher when he was sick with the measles. In the run-up to the festive period, Thomas & Friends will be spreading Christmas cheer with a nationwide journey to deliver presents to those children who will be spending time in hospital this year.
The Tracks4Thomas campaign is a digitally-led initiative that uses social media interactions to power Thomas on a virtual journey, with real world stops along the way.
At Hamleys Regent Street on Sunday, families were invited to meet The Fat Controller as he launched the Tracks4Thomas initiative before making his way to Evelina London Children’s Hospital, part of Guy’s and St Thomas’ NHS Foundation Trust, to deliver gifts.
The Fat Controller will be making further appearances at events taking place at Hamleys stores in Cardiff (17 November), Glasgow (24 November) and Dublin (1 December).
A piece of virtual track can be added to help Thomas and The Fat Controller make their way around the country by visiting Tracks4Thomas and logging in via Facebook or Twitter.
Robin Gay, global brand director Thomas & Friends, said: “We understand that our core audience of parents spends a significant amount of time online and with the Tracks4Thomas campaign, we hope that families will join in across the social and digital platforms to power Thomas around the country.
“We’re delighted to be partnering with Hamleys, which offers a unique retail entertainment experience, in order to bring a touch of Christmas magic both to shoppers and those families with children in hospital at this time of year.”
Hit Entertainment partnered with creative agency, TEA: The Entertainment Agency, to deliver the campaign creative and microsite.
For more information, visit www.Tracks4Thomas.com.
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