An Exclusive Ten-Part Thomas & Friends Storybook Collection

An exclusive ten-part Thomas & Friends storybook collection

Drakes Supermarkets is the largest independent grocery retailer in Australia, with over 70 stores across South Australia and Queensland.

This is the start of a series of exclusive Mattel partnerships that TCP has implemented for Drakes with a first to market ten-part Thomas & Friends storybook collection featuring Thomas & Friends ‘All Engines Go’, the next evolution in content from the #1 global train brand.

From Wednesday 28 September until Tuesday 8 November 2022, customers were offered a free storybook when they purchased specially marked products and spent $30 in one eligible transaction at all participating Drakes Supermarkets.

Each of the 32-page storybooks were packaged in blind bags and featured the latest artwork and storylines from the new hit animation series that is broadcast daily on ABC Kids, reaching 64% of parents with kids in the target market.

The ‘All Engines Go’ storybook collection continues the rich 75-year heritage of the Thomas & Friends brand, keeping the spotlight on the importance of children’s literacy and learning through the highest engagement of fun and excitement of reading.

Additional Thomas & Friends merchandise including collector tins, backpacks, drink bottles, cutlery sets and stickers were produced through TCP to support the promotion in store.

All the books and blind bags were printed on FSC stock from responsible sources.

Marketing & Creative Services provided
  • Content licencing & IP approval
  • Artwork & design
  • Book print & production
  • Supporting merchandise production
  • Digital media
  • Scale out fulfilment & global logistics
  • Affinity partnership & brand strategy with Mattel and Drakes Supermarkets