Licensing Hotline: Thomas on Track

by Karen Raugust -- Publishers Weekly, 6/10/2002

Retail sales of licensed merchandise based on Gullane Entertainment's Thomas & Friends have increased 130% over the last three years, reaching $350 million last year, according to Gullane's v-p licensing, Christina Miller. Sales of Thomas books have doubled year-on-year over the same period, Miller said. This growth has come without significant television exposure; Thomas went off the air five years ago, after nine years on PBS, and has had only limited cable exposure since then. Gullane continues to produce original programming for home video.

For the last 18 months, Barnes & Noble superstores have featured a Thomas playtable that allows kids to play with Learning Curve's Thomas-branded wooden railway system in the store. "It's a magnet for children," said Miller, who noted that Barnes & Nobles and some other bookstores also carry Thomas licensed merchandise such as tin toys, board games and puzzles. Master publishing licensee Random House has released more than 65 of a planned 100 titles halfway through its five-year deal with Gullane; Publications International (sound books), Scholastic (book clubs) and LeapFrog (interactive storybooks) are also on board.