HIT Entertainment, the arm of Mattel covering global children’s entertainment ranging from TV to live events, held pitches involving three agencies.
3 Monkeys will be creating a UK social media strategy for shows Thomas & Friends – based on Thomas the Tank Engine – and Fireman Sam, as well as for CGI animation Mike the Knight.
Kate Schlomann, VP global brand at HIT Entertainment, said: "As a business, we are focused on telling great stories and creating endearing characters that children and parents want to engage with. That storytelling goes beyond the content consumed in books or on TV.
"We recognise that our core audience of parents spends a significant amount of time online and we want to ensure that for all our brands, whatever the brand life stage, our digital touchpoints offer the consumer an engaging experience."
"3 Monkeys demonstrated that it had really got under the skin of our brands and has some original and exciting ideas for social content and campaigns."