Hit pre-school brand Thomas and Friends has embarked on its first global brand campaign under the year-long banner Set Friendship in Motion.
The campaign has been developed with the purpose of encouraging pre-schoolers to learn more about key friendship skills such as collaboration, communication, sharing, kindness and more.
The Set Friendship in Motion initiative will deliver numerous events and content to audiences across the globe, including digital activations and live events, in order to bring the campaign to life.
Kate Schlomann, VP, global brand marketing for Thomas and Friends, said: “The Thomas and Friends brand is inspiring the next generation of genuine friendships that help children forge deep connections – first connections – particularly valuable in our digital age.
“All parents want their kids to have friends, and a best friend at that. They want their child to have the social and emotional skills in life that will help them grow to happy, healthy adults. Thomas is just the engine to set that dream in motion.”
The campaign will launch with the first of three hero videos celebrating first friends and highlighting key friendship skills, as well as showcasing how Thomas and Friends helps young children develop connections that can last a lifetime.
Fans across the US and the UK will have the chance to Set Friendship in Motion at numerous local Day Out with Thomas events, branded The Friendship Tour throughout 2017.
Day Out with Thomas attendees will be able to take part in events that encourage and celebrate friendship including photo opportunities, crafts and a fun activity that invites kids to collect passport stamps throughout the event.
The campaign will also feature a robust social media component that will take place throughout they ear.
Finally, Thomas and Friends will be releasing season 21 of the award-winning TV show called Extraordinary Engines, as well as the new movie Thomas and Friends: Journey Beyond Sodor.