Metro Trains Melbourne launches ‘Dumb Ways JR’ global safety app for little ‘Loopy’s Train Set’
Metro Trains Melbourne has today announced the launch of the early years safety brand ‘Dumb Ways JR’ and the first play-based learning app, ‘Loopy’s Trains Set’ to help young kids learn about the world while having fun.
Aimed at 3-7 year olds, four key ideas guided the development of the Dumb Ways JR app. It provides child centred entertainment, has multisensory and multimodal elements, is challenging, appeals to children’s sense of humour and maintains a theme of being safe while understanding common activities.
Apart from providing problem-solving challenges and fun, this app includes safety messaging related to level crossings and signal lights at stations. It also clearly delineates the train tracks as an out-of-bound zone for the Dumb Ways characters.
Chloe Alsop, Metro Trains Melbourne’s marketing manager and head of Dumb Ideas, 
explains that the team worked with experts in educational apps to develop Dumb Ways JR.
Says Aslop: “We tested this game with young kids and it’s been very well received, with feedback incorporated to produce the final game.
“We really wanted to share this with the early 
learning segment so we created this ancillary brand, Dumb Ways JR. We’ve doubled the cuteness, kept a bit of dumb and removed the death – so it’s entirely age appropriate for our youngest audience.
“We’re really proud of this app – it’s another important opportunity to build our safety brand while educating little ones about the importance of rail safety.
“Dumb Ways to Die, the 
original safety Public Safety Announcement, continues to be loved by a huge global audience.”
Dumb Ways JR ‘Loopy’s Train Set’ app can be played without Wi-Fi or internet.
Further Dumb Ways JR apps will be launched across the year sharing the safety message and extending early learning 
beyond the trains.
Parents can download the advertisement free app today by visiting Facebook and Instagram @dumbwaysjr and at www.dumbwaysjr.com.
3 Comments
zzzzzzz
look, when you’ve got a hundred million kids basically hooked into a franchise, you don’t just walk away from it, unless you’re an idiot.
Using your logic, Seinfeld should have stopped after one season. They should stop making Scrabble. The Empire Strikes Back would never have been made. Porsche should have moved on to making furniture in the early sixties. Etc, Etc.
This thing is a brand unto itself, not just an advertising campaign. Very, very big difference.
@what – is it still 2013….read @what’s comments on you’re comment. I do not know any creative worth anything that wouldn’t give not one, but both their kidneys, and probably an arm too, to have developed such a franchise like this. And to be truthful, this little game will probably help save more lives than the original ad itself…so yes it is 2013 still, and it’s still min bendingly brilliant. I’m off to download it right now.