Mattel’s Christopher Keenan Talks New Thomas & Friends

Ahead of the World Premiere Screening of Thomas & Friends: Big World! Big Adventures! at MIPJunior last night, Mattel Creations’ Christopher Keenan gave TV Kids some insight into what’s in store for the new iteration of the classic brand.

“I’m hoping that anyone who sees this new iteration of Thomas & Friends: Big World! Big Adventures! will see that what we’ve done is retain a lot of the core storytelling elements that made Thomas a staple in children’s entertainment for years,” Keenan, senior VP and executive producer at Mattel Creations, told TV Kids Daily. “They’ll also see that we’ve modernized it just enough so that the pacing is a little more in tune with what kids are seeing in other programs today. As well as upping the ante in terms of humor, we’re doing a lot more physical and visual humor than we’ve ever done before. And probably most importantly, we’re really embracing this idea of Thomas and his Steam Team being global citizens. We feel really strongly that it’s time for Thomas to start addressing some of the issues that our young audiences are already getting exposed to.”

The new 26×11-minute series premiered on night one of MIPJunior and is set to roll out to platforms globally in fall 2018. The brand refresh follows extensive market research with parents and children and features storylines inspired by five of the UN’s Sustainable Development Goals: quality education, gender equality, sustainable cities and communities, responsible consumption and production, and life on land.

Among the key features of the reboot are faster-paced, 7-minute narrative stories in the 11-minute episodes with more comedy and fantasy sequences, alongside 4-minute sing-along songs and “life lessons” delivered directly by Thomas. The show also sees Thomas leaving Sodor for the first time in the series’ history, exploring countries such as China, India and Australia.

The new Steam Team, meanwhile, formerly six boys and one girl, now includes three girls and four boys. Thomas & Friends: Big World! Big Adventures! also sees the introduction of a new main title song and Thomas as the narrator, speaking directly to the audience.

“The brand is currently undergoing an evolution to remain relevant for the next generation of parents and kids by opening up the world of Thomas & Friends so kids can discover the world around them,” said Kate Schlomann, VP and general manager of Thomas & Friends. “This, in turn, offers many new opportunities for the brand franchise, which takes Thomas & Friends from an evergreen brand to a must-have hot property!”

Maher Nasser, director of the outreach division of the United Nations’ department of public information, noted, “We recognize the power of the creative community and entertainment industry in reaching much wider audiences through storytelling. The UN Creative Community Outreach Initiative works with partners, such as Thomas & Friends, to translate our messages into everyday language that young people and children can better understand and relate to. Once children understand these concepts, they will grow to be more responsible adults.”

Schlomann added, “We see great value in the Sustainable Development Goals and chose the ones that felt most natural to the Thomas & Friends storyline and provided the opportunity for a new type of life lesson using messaging that is easy to understand for a preschool audience. Our new show is all about discovery, curiosity and wonder explored through Thomas’ eyes of innocence, much like that of our young audience. The content hopes to inspire the next generation of global citizens and produce meaningful conversation and learnings between children and parents.”

Thomas & Friends: Big World! Big Adventures! The Movie, an 80-minute special, premieres next summer, while the new season (its 22nd) rolls out in the fall. The brand currently airs in over 110 countries in 33 languages.

Asked about the enduring appeal of Thomas, Keenan noted, “Thomas represents the spirit of the audience we’re speaking to. He’s a cheeky little engine who tends to make mistakes, or at least tends to be faced with dilemmas where he has to make a decision. And thankfully he now often chooses the high road. He’s really a kid’s best friend. So many kids who watch Thomas think of him as their friend. He’s the friend they feel safe going on these journeys with.”