PRE-SCHOOL MONTH: Learning Curve Chuggington line to steam in

Ludorum property to receive boost with launch of Interactive Railway at retail this month.
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The merchandise drive for Ludorum's Chuggington property is continuing to build up a head of steam - with Learning Curve ready to roll out its new Interactive Railway this month.

The firm has already enjoyed success with die-cast engines and play-sets, which launched in the spring. The Interactive Railway will go on pre-sale in Toys R Us, ELC and Amazon from mid-July. The play system works with Smart Talk technology - a 'wireless' network between every engine and Training Stop allows each piece to communicate with the others.

This means engines recognise and greet one another, acknowledging where they are on the track. As new engines and Training Stops are added, they are instantly recognised by existing engines.

The eight characters are able to play games such as hide and seek and treasure hunts, as well as singing songs, while the experience can be extended with two Track Packs: Straight & Curve or Elevated.

The Learning Curve range is being supported by major above and below the line marketing plans. Central to this are over 1,100 TVRs, coupled with online, print press and PR.

Other recent additions to the Chuggington licensing programme include Golden Bear, Trudeau and Martin Yaffe, while Ludorum has also extended its agreement with HTI to include all of Europe and the Middle East.

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