11 NOV, 2013

HIT Entertainment, one of the world’s leading pre-school entertainment companies, has launched the Thomas & Friends Tracks4Thomas campaign, in partnership with Hamleys.

 “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 (London) yesterday, families were invited to meet much loved character, 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 to excited recipients.

The Fat Controller will be making further appearances at events taking place at Hamleys stores in Cardiff (on 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.

“Children are at the heart of the Thomas & Friends brand - our goal is to reach out to a larger spectrum of the audience and have designed the campaign to engage, build curiosity and create conversation.

He added: “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.