Mattel Boosts Thomas & Friends User-Generated Content

NEW YORK: Mattel Creations is expanding its partnership with Driver Digital Studios to produce live-action Thomas & Friends digital productions inspired by fans’ user-generated content (UGC).

The content will be curated and produced via the Thomas Creator Collective (TCC), which is made up of Thomas & Friends fans and amateur filmmakers from countries such as U.S., the U.K., Australia, Chile and Japan. Driver Digital first engaged with the TCC to create 14 original, live-action videos that debuted on the brand’s YouTube channel in November 2015.

Christopher Keenan, the senior VP of content and development at Mattel Creations, said: “Mattel Creations’s partnership with Driver Digital fits well into our initiative of bringing engaging content to fans across multiple platforms. We saw that many fans were developing their own Thomas & Friends stories and videos on YouTube inspired by the world of Thomas & Friends. Driver Digital helped us tap into a talented base of digital video creators and Thomas enthusiasts to extend Thomas’s timeless adventures. The TCC content is a fun way to capture the heart of the brand, across toy and content, with fantastic storytelling.”

Scott Weitz, the founder and CEO of Driver Digital, said: “It’s been great working with this dedicated group of Thomas & Friends content creators and bringing to fruition unique and exciting programming that digital viewers across the globe can enjoy. Having the opportunity to work with such a beloved property has been a great privilege for Driver Digital and the Thomas Creator Collective.”

Matt Michaud, Associate Producer of the Thomas Creator Collective, said: “It has been an incredible experience working with fellow filmmakers and friends to produce exciting content for Thomas & Friends fans around the world. Driver Digital’s production expertise and the passion and hard work of the Thomas Creator Collective is what has made this all possible.”