Children's entertainment producers and rights owners Hit Entertainment has selected 3 Monkeys to handle the UK social media strategy for Thomas & Friends, Fireman Sam and Mike the Knight.
Awarded following a three-way pitch, the account sees 3 Monkeys tasked with delivering an 'always on' content strategy for the three pre-school properties, supported with fully integrated campaigns and community support.
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 touch points offer the consumer an engaging experience.
"3 Monkeys demonstrated that they'd really got under the skin of our brand and have some original and exciting ideas for social content and campaigns mobbing forwards."
Head of digital at 3 Monkeys, Hugh Burrows, added: "We're delighted to be working with Hit Entertainment. Thomas & Friends, Fireman Sam and Mike the Knight are all iconic and much loved characters and we're relishing the chance to bring them to life for parents and children around the UK."
Hit Entertainment is a subsidiary of Mattel Inc. and has lines of business spanning TV and home entertainment production, content distribution, digital media, and live events and attractions.