Thomas the Tank Engine to be further modernized by Mattel

12/30/2012 | New York Times (tiered subscription model), The

Mattel is investing heavily into reinventing the Thomas the Tank Engine toy enterprise it purchased from Hit Entertainment last year. Mattel will try to expand the franchise into Latin America and Asia, in particular, and will surround the brand with new marketing efforts such as a one-hour movie, a dedicated Web portal, four new applications aimed at preschoolers and possibly a Macy's Thanksgiving Day Parade balloon.

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