Egmont has launched an extensive marketing campaign for the Thomas & Friends Story Library Series.
Promotions are planned through House of Fraser, The Guardian and Starbucks, with all activity timed to mark the 65th anniversary of the Hit Entertainment brand.
Department store House of Fraser will kick off the campaign by giving away books from the series to customers spending over £30 on childrenswear ranges in-store. In addition, the chain's website will run an online competition (with no purchase necessary), which gives customers a chance to win one family ticket to Thomas Land, Drayton Manor Park and ten Thomas goodie bags.
Activity will be publicised through in-store posters, store radio, online via the website and through e-newsletters.
On November 20th, copies of Thomas & Friends Story Library Series books will be polybagged within The Guardian and distributed nationwide through 400 Starbucks outlets. A4 POS posters will be displayed in Starbucks stores, while The Guardian will support the promotion in the paper and online.
"The involvement of these high profile brands, along with it being the first time Egmont has partnered with them, highlights the ongoing popularity of Thomas the Tank Engine," said Nikki Causer, head of marketing for Egmont Publishing Group. "We are proud to be involved in the 65th anniversary of this iconic property."
Katie Price, senior director of worldwide publishing at Hit, added: "We hope this marketing campaign will enable even more children to enjoy the stories of Thomas & Friends."