'Thomas' Takes Flight with Virgin

HIT Entertainment has finalized a global partnership with Virgin Atlantic to bring the "Thomas & Friends" brand to the skies.

The new deal will see the preschool franchise featured on all Virgin Atlantic international routes throughout the month of August.

Families traveling with Virgin Atlantic will be offered branded "Thomas & Friends" in-flight packs including activity sheets and mini collectible engines. Passengers will also able to watch the 60-minute movie Sodor's Legend of the Lost Treasure, featuring new engine Ryan, voiced by Academy Award winner Eddie Redmayne.

“2015 is a big year for 'Thomas & Friends,'" says Kate Schlomann, vice president, global brand, HIT Entertainment. "From the pages of a storybook in 1945 to action-packed TV and film, Thomas has brought fun to families for 70 years and is now watched in more than a billion households globally. As we celebrate this milestone for the brand, what better way to grow our reach and continue to entertain young audiences than to take Thomas on a new adventure to the skies? We are thrilled to announce this partnership with Virgin Atlantic and are really looking forward to seeing young families get excited about traveling.”

Further exposure in the air will include a 30-second television spot at the start of all international flights and presence in the in-flight magazine. Visitors to the Virgin Atlantic Clubhouse will also be gifted with "Thomas & Friends" merchandise.

“We’re always looking for new ways to surprise and delight our customers and partnering with another iconic British brand is a great way to achieve this," says Reuben Arnold, senior vice president, marketing and customer experience, Virgin Atlantic. "We’re both globally recognized names, and by joining forces with Thomas & Friends we’re able to provide an exciting on-board experience, particularly for our younger travellers, which we hope they’ll enjoy over the coming months.”