The new product is taking over the free creche at the London Baby Show at Olympia this weekend.
Sponsorship of the creche is part of a strategic marketing programme that will drive parental engagement, while communicating that Railway Pals is the first entry point to the Thomas & Friends toy range from Mattel.
Parents and their kids are invited to visit the creche to engage with the range of playsets and vehicles. Key products include the Destination Discovery, Mountain Adventure and Rescue Tower playsets.
All playsets feature special track activation points that work when the engines roll over them. The engines then play sounds, songs and phrases that teach letters, numbers, colours and directions. The tracks are connectable and the range also includes individual and multi-pack engines featuring Thomas & Friends characters. Key developmental benefits include nurturing motor skills, thinking skills and imagination.
A targeted marketing and PR programme to support the Baby Show sponsorship includes digital, social and press activations across the Baby Show and Thomas & Friends channels.
Wendy Hill, director of brand activation at Mattel, commented: “The Baby Show is a fantastic opportunity for us to bring the brand front of mind with a large group of mums, who are perhaps unaware that they can introduce Thomas to their children from as early as one years-old.”