HIT to Elevate Marquee Brands

HIT, which is a subsidiary of Mattel, has refocused its attention on storytelling, product development and the creation of a family experience, with multi-national live events, such as Day Out with Thomas.

“The success of our portfolio has always remained with pairing powerful content and best-in-class partners,” says Edward Catchpole, senior vice president and general manager, HIT Entertainment. “Now, to elevate our brands and infuse even more excitement, we are integrating our approach to content development and distribution, with brand management and product development. Along with our partners, we believe this escalated effort will resonate both with consumers and retailers.”

Among the new deals for the Thomas and Friends and Mike the Knight brands are:

Thomas and Friends:

Dynacraft for bicycles and scooters; InnoVision for Coppertone UV headgear; Kurt Adler for

Mike the Knight:

Amscan for party goods and costumes; Disguise for costumes and accessories; Publications International for sound books; VTech for app tablets and interactive e-books; and Ravensburger for puzzles.