Mattel adds toy company to consumer products portfolio for classic brand.
Mattel has welcomed Trends UK to the consumer products programme for Thomas & Friends.
The deal sees the introduction of electronic learning aids from summer 2017, aiding the development of early learning, numeracy and communication skills.
The new range includes Thomas & Friends Smart Tablet, Thomas & Friends Flip-up Phone and Learn with Thomas Magnetic Fridge Toy.
Lindsay Hardy, marketing director at Trends UK, said: “It’s a fantastic opportunity to work with Mattel and launch a new range of Thomas & Friends Electronic Learning toys, featuring one of the world’s most popular toy brands.
“We are utilising our joint expertise in developing and marketing successful licensed educational toys to create Thomas & Friends ELAs that young fans will love to play and learn with.”
Helen Genia, licensing category manager at Mattel Consumer Products, added: “We are delighted to be working with Trends UK to launch this new range of electronic learning aids.
“Thomas & Friends is a great platform for preschoolers to learn these key skills with this new range of ELAs.”
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