Hit Entertainment has kicked off a major campaign for Thomas the Tank Engine, taking in partnerships across toys, books and live events, plus a feature-length DVD special.
Thomas and Friends: The Great Discovery features former James Bond Pierce Brosnan as the voice of the narrator. To celebrate the release, Hit has partnered with Vue cinemas for a special 'blue carpet' premiere at Vue Leicester Square, plus weekend screenings across 40 Vue cinemas in the UK.
During the premiere, Thomas fans will be given the chance to meet The Fat Controller, while a number of activities and attractions will also be held, including a large scale Thomas train (provided by Lego), face painters and balloon makers.
Children will also receive a goodie bag packed with licensed Thomas products including toy engines, DVDs, books, stickers and vanilla cake kits from Green's.
The release of the DVD will be supported by a big hitting marketing campaign including TV, print and online activity. There will also be a number of Great Discovery consumer products from Tomy, RC2 and Hornby.
"Thomas fans will be thrilled to rediscover their favourite character on the big screen as the popular series is bought to life in a fantastic 60-minute special," said Peter Byrne, EVP consumer products worldwide at Hit. "It's a big movie-style action adventure. There's also a chance for fans to see some brand new characters for the first time, so it's very much the major consumer product event in the Thomas calendar for 2008."