Metro Trains set to launch a range of cuddly toys globally based on characters in ‘DWTD’ campaign
After having created one of the world’s most viral videos, then followed up with a game app which went to #1 in 18 countries with over 30 million players, McCann Melbourne and Metro Trains have created a range of plush toys in the latest extension of the Dumb Ways to Die rail safety campaign – the most awarded in history.
The toys will be sold globally, and be available in sizes from tiny to ridiculously huge. Every toy will be tagged to link back to the DWTD website which is full of safety tips.
Says John Mescall, ECD, McCann Melbourne: “The plushies have been in development for a while now, but as soon as I got my hands on one I kind of turned into a 13 year old girl, which was a little disconcerting. But most people do this when cuddling Snake-Eye. Or so I’m told. A warning to parents though: if your kid presses the toy in just the right spot, it plays the song.”
“With Dumb Ways to Die, we have a campaign that was always designed to live outside of advertising, and be a natural part of the entertainment industry. So this is a pretty logical next-step for us.”
Creative agency: McCann Melbourne
Client Company: Metro Trains
Character Design: Julian Frost
Toy Design: Commonwealth Toys and Novelty Co. Inc
9 Comments
Selling toys globally will really help metro safety around Melbourne.
Or is this being done for the sake of it?
Or for awards?
You could argue if only sold at home would help local awareness, but….
When your idea is big enough to warrant merchandising, you’re on a winner. Yes, it will get the safety message to more people, or remind them, and yup, it’ll snag a few more gongs too.
keep on milking
to the haters above and to come below…..
“I’d hate to receive all these worldwide accolades, awards, opportunities, and profile for me and my agency from a campaign idea that at the heart of it, is aimed at saving a young life or two”
Move right along folks nothing to see here
What a great way to get the safety message over.
As they say in Hollywood: “If it works, do it again”
WANT!
Why are toys for a Melbourne-based campaign being made in America?