Mattel wanted parents to reconsider the classic animated series and toy brand’s relevance for today’s kids.

Around the new Thomas movie’s theme of discovery, we created The Wonder of ‘Why?’, a campaign to remind parents of the joy of seeing their kids discover the world, which they’ll miss when they grow up.

Our launch film and fun ‘First Discoveries’ social series encouraged parents to embrace, cherish and nurture this sense of wonder (no matter how insatiable), with Thomas as a trusted and valued ally on their journey.