MCPR partnered with Mattel on the "Thomas & Friends: Tracks to Success" campaign, a comprehensive EMEA-wide initiative that focused on the developmental benefits of playing with toy trains. The campaign featured a meticulously devised EMEA PR strategy, the creation of impactful press pack materials, and carefully crafted messaging, all geared towards solidifying Thomas & Friends as a leader in the toy train sector. In the UK, for the campaign, we commissioned supplementary research into parents' perceptions of educational toys, particularly toy trains, raising awareness and securing extensive media coverage in national news and parenting & family media. This successful campaign laid the groundwork for future research and solidified Thomas & Friends as a trusted advocate for educational play, resonating with parents of young children and contributing to advancements in understanding the important role of play in children's development.