Mattel Creations expands partnership with Driver Digital for user-generated Thomas & Friends content - Licensing.biz

Mattel Creations expands partnership with Driver Digital for user-generated Thomas & Friends content

The content is curated and produced via the Thomas Creator Collective, a team of Thomas & Friends fans and amateur filmmakers.
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Mattel Creations is expanding its partnership with Driver Digital Studios to produce live-action Thomas & Friends digital content inspired by fans’ user generated content.

The content is curated and produced via the Thomas Creator Collective, a team of Thomas & Friends fans and amateur filmmakers from across the globe, brought together by Driver Digital.

During the initial phase, Driver Digital’s creative and production teams engaged with the TCC to create 14 pieces of original, live action videos which debuted on the Thomas & Friends YouTube channel in November 2015.

Since then, the series has mustered more than 21 million views and 56 million minutes of content watched.

“Mattel Creations’ partnership with Driver Digital fits well into our initiative of bringing engaging content to fans across multiple platforms," Christopher Keenan, SVP of content and development, Mattel Creations.

"We saw that many fans were developing their own Thomas & Friends stories and videos on YouTube inspired by the world of Thomas & Friends. Driver Digital helped us tap into a talented base of digital video creators and Thomas enthusiasts to extend Thomas’ timeless adventures. The TCC content is a fun way to capture the heart of the brand, across toy and content, with fantastic storytelling.”

Scott Weitz, founder and CEO at Driver Digital, added: “It’s been great working with this dedicated group of Thomas & Friends content creators and bringing to fruition unique and exciting programming that digital viewers across the globe can enjoy.

"Having the opportunity to work with such a beloved property has been a great privilege for Driver Digital and the Thomas Creator Collective.”

This year, TCC content takes inspiration from Thomas & Friends spring 2016 home entertainment title, Start Your Engines, and the upcoming feature movie, The Great Race. 

Check out some of the Thomas Creator Collective's creations here.

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The new division has a slate spanning live-action movies, video games, TV shows based on the American Girl and Barbie brands, as well as feature-length specials for Fireman Sam, Thomas & Friends and Bob the Builder.

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