Fisher-Price Named Master Toy Licensee for Thomas

HIT Entertainment has pegged Fisher-Price as the worldwide master toy licensee for its preschool television property "Thomas & Friends."

Fisher-Price, a division of Mattel, will launch its new Thomas & Friends toy line at retailers in 2010. The products will include vehicles, figures, play-sets, die-cast vehicles, Trackmaster train system, electronic and learning development toys for preschoolers, plush, games, puzzles, role play and water toys, and battery-powered ride ons and plastic pedal trikes (only in North America, South America and Asia).

Thomas & Friends will celebrate its 65^th anniversary in 2010. The brand is currently available in 185 territories and is translated in 45 languages, says Jeff Dunn, chief executive officer, HIT Entertainment.