Leveraging Strengths from Fisher-Price, American Girl and HIT
Entertainment, Mattel Unveils a Premium Shopping Experience Featuring
Limited-Release Engines and Customizable Products
EL SEGUNDO, Calif.--(BUSINESS WIRE)--
Mattel (Nasdaq:MAT) is bringing a new, premium shopping experience to
Thomas & Friends™ fans nationwide in a cross-company collaboration that
began rolling out this month. Leveraging various strengths from within
the Mattel portfolio, the new experience - anchored by the Thomas &
Friends Wooden Railway product line - will further enhance the immersive
world of Thomas & Friends via the first ever Thomas & Friends Wooden
Railway direct-to-consumer catalogue, ThomasWoodenRailway.com
e-commerce website (launching Aug. 2014), and partnerships with 20
independent specialty retail stores, which will serve as Official Thomas
& Friends Specialty Stations in the U.S.
"The Thomas & Friends Wooden Railway initiative represents a new
business model for Fisher-Price and an opportunity to tell our brand
story to a new audience," says Geoff Walker, Executive Vice President
Fisher-Price Global Brands. "The initiative is designed to bring new
consumers into the brand and provide them with a truly premium
Thomas & Friends will also introduce a limited-release wooden engine*,
Logan - a Shunter who works at the coal plant. Logan will only be
available in the U.S. through the new catalogue, e-commerce website, and
Official Specialty Stations and will be the first of a series of
limited-release engines to be introduced by this new program annually.
With more than 50 new and exclusive Thomas & Friends Wooden Railway
products available, from custom train sets to personalized engines and
story books, fans across the country can fully immerse themselves in the
Thomas & Friends world. Thomas aficionados will be able to expand their
collections with Thomas & Friends Wooden Railway toys tied to 11 new
story books and exclusive items such as pajamas, bedding and more.
The new Thomas & Friends Wooden Railway strategy harnesses
Fisher-Price's expertise in toy design and manufacturing, American
Girl's full-service direct-to-consumer model and HIT Entertainment's
strength in storytelling. Recapturing Thomas' roots in specialty retail,
the cross-divisional team shares product development and marketing
responsibilities to drive increased sales across the entire Thomas
&Friends franchise, generating both new direct-to-consumer sales, as
well as a halo over mainline product.
Moving forward, Toys "R" Us will become the exclusive national chain
retailer of Thomas & Friends Wooden Railway, serving as the premier
destination for all Thomas & Friends toy categories.
To learn more about Thomas & Friends Wooden Railway, sign up for a
catalogue or meet Logan and explore the custom options available for
purchase, please visit www.ThomasWoodenRailway.com
or call 800-491-7508.
*Logan wooden engine available from July 2014 through December 31, 2015.
The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in
the design, manufacture and marketing of toys and family products.
Mattel's portfolio of best-selling brands includes Barbie®, the most
popular fashion doll ever produced, Hot Wheels®, Monster High®, American
Girl®, Thomas & Friends® and Fisher-Price® brands, including Little
People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and
RoseArt®, as well as a wide array of entertainment-inspired toy lines.
In 2013, Mattel was named one of the "World's Most Ethical Companies"
by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate
Responsibility Magazine's "100 Best Corporate Citizens" list. With
worldwide headquarters in El Segundo, Calif., Mattel's companies employ
nearly 30,000 people in 40 countries and territories and sell products
in more than 150 nations. At Mattel, we are Creating the Future of Play.
Visit us at www.mattel.com,www.facebook.com/mattel or www.twitter.com/mattel.
Margaux Vega, 310-252-3520
Source: Mattel Inc.
News Provided by Acquire Media