Chapman's Roary the Racing Car made the most of being the official children's ambassador for the recent Grand Prix in Melbourne, Australia - packing in over 10,000 people to its special 'Pit Zone' over the course of four days.
The visitors enjoyed interactive games, Roary car races, competitions, face painting and treasure hunts among other activities. In addition, 5,000 children received a free Meet Roary DVD on entry.
"We were delighted to partner with the Roary team this year, it was a fantastic event," said Drew Ward, CEO of the Australian Grand Prix. "Roary helped families really enjoy the Grand Prix and children were thrilled to see their favourite character at the circuit."
Creator Keith Chapman added: "Hopefully the Roary Pit Zone can become a regular feature at this premier sporting event."
Meanwhile, the property is also performing well at retail. According to Gfk April, there was an 80 per cent increase in toy sales, with some skus selling out. Website traffic to the Australian/New Zealand site also increased by 50 per cent, while further awareness was achieved through a PR and advertising push.