Mattel Launches New Direct-To-Consumer Distribution Strategy for Thomas & Friends™ Wooden Railway
21 Julho 2014 - 10:07AM
Business Wire
Leveraging Strengths from Fisher-Price,
American Girl and HIT Entertainment, Mattel Unveils a Premium
Shopping Experience Featuring Limited-Release Engines and
Customizable Products
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 experience.”
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.
About Mattel
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.
MAT-FP
Media:Mattel Inc.Margaux Vega,
310-252-3520margaux.vega@mattel.com
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