For the marketing partnership, Subway has created a special Kids' Pak tie-in featuring premium toys from the new movie. The seven-week promotion runs from July 10 to August 20. Thomas theTank Engine & Friendsª debuted in the United States 11 years ago on PBS, where it earned a Daytime Emmy award. Currently (or as of June 5) it can be seen on the popular children's cable channel Nick Jr.. The film is written, directed and produced by Britt Allcroft, creator of the television series and co-chairman of Gullane Pictures. Destination Films and Gullane Pictures are producing the movie, which stars Alec Baldwin, Mara Wilson, Peter Fonda, and, of course, Thomas the Tank Engine.
Subway's Kids' Pak contains a deli-style sandwich, cookie and small drink. For the promotion, one of the following toy "engines," which appear in the movie, will be included in the Subway Kids' Pak: Thomas, the smiling hero who leads the pack with this pull-back engine toy; Lady, a special new engine introduced in the film; Percy, who clicks along beside his trusty friend Thomas; and Diesel 10, a renegade diesel pull-back engine who is out to disrupt the harmony of the magical Island of Sodor. The engines can be hooked together so that kids can build their own train.
Subway Restaurants will support the national promotion with point-of-purchase materials and signage in all of its restaurants. TV advertising will air in local markets.
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