Pre-school entertainment company, Hit Entertainment has partnered with Hamleys to launch its new Thomas and Friends Tracks4Thomas campaign.
The new campaign is a digitally led initiative utilising social media interactions to power Thomas on a virtual journey.
The Fat Controller launched the initiative at Hamleys’ flagship Regent Street store to crowds of families before making his way to Evalina London Children’s Hopsital, part of Guy’s and St Thomas’ NHS Foundation Trust, to deliver gifts.
The Fat Controller will now be making further appearances at events at Hamleys stores across the UK and Ireland including Cardiff on November 17th, Glasgow on November 24th and Dublin on December 1st.
Fans can add pieces of virtual track to the characters’ routes, helping Thomas and the Fat Controller make their way around the country by visiting Tracks4Thomas and logging on via Facebook or Twitter.
Robin Gay, global brand director Thomas and Friends, said: "We understand that our core audience of parents spends a significant amount of time online and with the Tracks4Thomas campaign, we hope that families will join in across the social and digital platforms to power Thomas around the country.
"Children are at the heart of the Thomas and Friends brand – our goal is to reach out to a larger spectrum of the audience and have designed the campaign to engage, build curiosity and create conversation.
We are delighted to be partnering with Hamleys, which offers a unique retail entertainment experience, in order to bring a touch of Christmas magic both to shoppers and those families with children in hospital at this time of year."