Mattel Teams for ‘Thomas’ Digital Content

Mattel Creations will showcase new content from fan creators on YouTube.

Mattel Creations has expanded its partnership with Driver Digital Studios to produce live-action “Thomas & Friends” digital content inspired by fans’ user generated content.

The new content has been curated and produced via the Thomas Creator Collective, a team of “Thomas & Friends” fans and amateur filmmakers from across the globe, brought together by Driver Digital. The TCC videos extend the content and themes created by Mattel Creations and include multiple “Thomas & Friends” toy lines.

During the initial phase of the partnership, Driver Digital’s teams engaged with the TCC to create 14 pieces of original, live action videos that first debuted on the “Thomas & Friends” YouTube channel last November. Since then, the series has resulted in more than 21 million views and 56 million minutes of content watched.

The TCC content ties closely to the “Thomas & Friends” core theme of friendship and includes old and new engine characters and destinations. This year, the content will take inspiration from the spring home entertainment title Start Your Engines and the upcoming fall movie The Great Race.

“Mattel Creations’ partnership with Driver digital fits well into our initiative of bringing engaging content to fans across multiple platforms. We saw that many fans were developing their own ‘Thomas & Friends’ stories and videos on YouTube inspired by the world of ‘Thomas & Friends,” says Christopher Keenan, senior vice president, content and development, Mattel Creations. “Driver Digital helped us tap into a talented base of digital video creators and ‘Thomas’ enthusiasts to extend Thomas’ timeless adventures. The TCC content is a fun way to capture the heart of the brand, across toy and content, with fantastic storytelling.”

The new “Thomas” content is the latest collaboration for Mattel and Driver Digital, who also debuted the ongoing digital lifestyle series “AG Life” last year, inspired by the American Girl brand.

The Thomas Creator Collective content is available now here.