Thomas the Tank Engine: Full steam ahead for Shropshire firm after deal
He's one of the best-known characters in the world of children's entertainment – and now Thomas the Tank Engine has become the latest prestigious face to be found in a Shropshire company's engine shed.
Golden Bear, the Telford-based toy designer, has won a deal that will see it develop Thomas & Friends products for the brand's owner Hit Entertainment, which in turn is owned by toy giant Mattel.
It will see the company producing plush toys – better known as soft or cuddly toys – plus interactive play mats, felt sets, and magnetic drawing games.
The ranges will include familiar characters such as Thomas, James and Percy, and expects to begin distributing the toys to its retailer customers in the next month.
Christine Nicholls, Golden Bear's vice-chairman and director of product development, said the deal was a coup for the business, which already makes soft and plastic toys for pre-school brands such as Twirlywoos, In the Night Garden, Justin's House, Sooty and CBeebies.
"It's a great one to add to the stable, and to add to the company's growth," she said. "We are mindful of selecting the right brands and Thomas & Friends is one of the biggest.
"As we excel in the pre-school arena, Thomas is a great brand to have in our portfolio."
The company previously held a licence to produce plastic toys in Thomas's name, and has now restarted its association with the well-known steam engine and his friends.
Thomas, originally the creation of the Reverend W. Awdry, celebrated its 70th anniversary last year, but remain's the UK's most popular pre-school boy's property.
"Working with Mattel to introduce a host of new products based on one of the world's most recognisable brands is an exciting prospect," said Katherine Pierce, senior licensing and marketing manager at Golden Bear.
"This property complements our pre-school portfolio and we are delighted to be launching some exciting and fresh ideas for Thomas and his friends."
"We are delighted to be working with Golden Bear," said Jo Gunn, consumer products category manager at Mattel.
"Their reputation for beautiful plush is renowned and we are really excited to be bringing Thomas & Friends to life in this category with a great new collection."
Golden Bear employs more than 50 people at its headquarters on Telford's Hortonwood Industrial Estate, from where it designs and distributes the range of toys in its portfolio.
The company's products are manufactured in the Far East, but designed by its staff in Shropshire.
Ms Nicholls added: "We have seen growth over the past three years, and are very pleased with the way that the company is progressing.
"All the toys are designed here in Telford, and we have a great product development team and a great sales team. Within the company here we have some excellent people that work on all these brands. There's a lot of competition, so we have to be very smart in terms of our marketing and ensuring we deliver really good, innovative products."
