Mattel: Thomas Roadshow

Thinking big What was the brief?

To build brand awareness in what is a big year for Thomas & Friends. With Thomas turning 70 we needed to show consumers that he was still young at heart and the perfect best friend for any adventure! We also wanted to drive cross category product sales showing the depth and breadth of the Thomas & Friends range.

Acting bold What did we do?

Working with HIT we developed the concept of an exciting retail tour which would travel all over the country. Using the shell of a double decker bus we created a unique experience like no other, with content and activities for both children and parents to enjoy. Titled the ‘Best Friends Express’ the bus provided a great introduction for those new to the brand, and an opportunity for those who were already fans to be reminded of the brand’s great benefits.

Driving impact What were the results?

We smashed our target reaching nearly 16,000 consumers in the space of 25 days, with research stating we had 100% positive brand feedback.

Bus Exterior

Motion Gesture Area
We installed a bespoke game, encouraging children to dance in front of a 60” screen
reveal Thomas and his friends.



Two Player Racing Game
We developed a unique game where children and their
parents learned what it was like to be an engine driver.



Photo Opportunity
We created a 3D sculpt of Thomas along with a hashtag printer allowing children
to walk away with a memory of their day.



Goodie Bag Giveaway
Every child that visited the bus received a free goodie bag including a
collector poster, colouring sheets, sticker sheet and a mini engine.

  • Top 10 international B2B marcomms agencies 2018
  • Drum Cream 17
  • Silver Winner
  • Certificate winner
  • AMCP
  • Marcom Awards
  • Marcom Gold award
  • MEA
  • Recommended
  • Top 100 consultancy report
  • Finalist