Mattel has landed a new partnership with Munchy Play – the founders of the first children’s plate and track – to launch a new tableware collection based on the iconic Thomas & Friends franchise. The range will launch across the UK and Ireland.
Featuring a built-in track, the plates aim to bring fun to dining and children to the table. Available in three playful themes, the range features a blue Thomas plate, red James plate, and green Percy plate, each bearing illustrations of the engines and taking kids on a journey from Knapford Station, passing tunnels, trees, and traffic lights along the way.
Designed for preschoolers, there are high-sides and a non-slip base to support self-feeding. Plus, the track can accommodate children’s favourite TrackMaster and MINIS engines.
The Thomas and Friends Train Track Plate collection is now available from £15.99, at Munchyplay.com and Amazon.com, as well as Drayton Manor Park, home of Thomas Land.
Helen Genia, head of licensing for Mattel UK, said: “We are delighted to partner with Munchy Play to bring the magic of Thomas & Friends to mealtimes. Creative storytelling is a great way to keep teatimes on track in a way that families will appreciate, and little ones will love.
“Children take great comfort in their favourite train characters, and this brings it together in the most clever and irresistible way.”
Launched last year, Munchy Play manufacturers its products in the UK, and has been named one of the ‘most promising’ start-ups of 2021.
Sophia Procter, founder and CEO of Munchy Play, said: “Four years’ ago, inspired by my son’s love of Thomas, I came up with the idea for a kids’ plate with a track around the outside. Successfully bringing my fussy eater toddler to the table, I saw its potential to help other families and set out to create a tableware range that would excite children about dining. It’s a dream come true to introduce our new Thomas & Friends collection for families to enjoy.”