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Full steam ahead for the rebrand of Thomas

By Margaret Canning

It's never too early to begin thinking about next Christmas. In news which will be noted by many parents, Thomas the Tank Engine is moving with the times.

The beloved steam train hero, who has been entertaining children since the 1940s, is to be rebranded this year in a bid to entice children in Asia and Latin America.

Toy company Mattel, which acquired Thomas last year, wants to boost his money-spining potential and make it as wide a success as its Barbie dolls and Hot Wheels toy cars.

Mattel boss David Allmark thinks Thomas could become an even bigger success across the globe.

Mr Allmark said the innocent spirit of Thomas would be retained but that the story-telling would become faster.

Here's hoping the beloved creation won't run out of steam.


From Belfast Telegraph