Mattel brand Thomas & Friends has unveiled its first-ever global brand campaign along with a new marketing platform, "Set friendship in motion".
The launch film tells the story of a lifelong friendship between Jack and Tim, who meet in preschool and stay connected through adulthood, when their own sons play together with Thomas toys.
Throughout 2017 Thomas & Friends will focus on helping pre-schoolers learn about friendship skills such as collaboration, communication, sharing and kindness. The campaign will include TV, live events, new packaging, digital and social media content. It comes as the brand expands in global regions including Asia, where Thomas & Friends’ theatrical debut hit more than 5,000 cinemas in China.