HIT Entertainment has launched the Thomas & Friends Tracks4Thomas holiday charity campaign in the U.K., in partnership with Hamleys.
The campaign harkens back to the brand’s roots, which found its start in the stories Reverend W. Awdry told his son Christopher while he was sick with the measles. In honor of that beginning, the digitally led Tracks4Thomas campaign uses social media interactions to power Thomas on a virtual journey that is highlighted by real-world stops at hospitals across the nation.
Tracks4Thomas made its first stop at the Hamleys Regent Street in London Monday where the The Fat Controller launched the initiative before making his way to Evelina London Children's Hospital to deliver gifts.
Additionally events are planned at Hamleys stores in Cardiff, Glasgow and Dublin.
Customers can add pieces of virtual track to help Thomas and The Fat Controller make their way around the country through Facebook or Twitter.
“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,” says Robin Gay, global brand director, Thomas & Friends. “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. 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.”