Mattel has partnered with eDreams to launch its summer campaign to drive sales of key brands including Barbie, Hot Wheels and Thomas & Friends.

The partnership is running from June to August and includes a competition which offers two winners the chance to win a holiday worth up to £5,000.

Pablo de Porcioles, director of business development for eDreams, said: “This promotion is a great way to gain increased exposure for both our brands to this important family audience. Strategic partnerships like this allow us to increase our customer engagement and directly impacts on our brand values and retention for future purchases.”

An extensive digital marketing campaign will be executed through engaging point of purchase displays in several key retailers.