UPDATE: Cinetic, the U.S. film financier, and talent agency UTA are currently raising money for a Thomas the Tank Engine movie. Josh Klausner, writer of Shrek the Third, has written the latest draft of the screenplay. Now Apax Partners, the private equity company which hopes to sell Thomas the Tank Engine by spring 2011, wants to get hundreds of millions for the kiddie property. But from whom?
Potential buyers include Disney or a big independent TV producer/distributor like Fremantle, which intends to enter children’s television. Neither Viacom/Nickelodeon, which owns Spongebob Squarepants, nor Turner/Cartoon Network are thought to be keen on buying Thomas; the famous blue engine would not be a good fit for their edgier, older-skewing programming. “As a children’s property, Thomas is running out of steam,” one insider tells me.
But back when Apax last tried to sell Thomas to Disney in 2005, Apax wanted $800M for Thomas, says a source familiar with negotiations. Disney walked away. Since then Disney has started airing the upstart Chuggington TV show, created by former executives at HIT Entertainment, the children’s character company which Apax bought in 2005.
HIT Entertainment stresses that Thomas is still the #1 pre-school brand in the U.S., UK, Australia, and Germany. It currently generates $100 million a year in revenue, compared with less than $50M in 2004. Thomas remains the best performing part of HIT’s portfolio, which includes Barney the Dinosaur and Bob the Builder. Fisher Price recently took over selling the toy range.
Bank of America and Deutsche Bank led a syndicate of around 35 banks that lent nearly $500 million to HIT Entertainment, whose chairman is former BBC boss Greg Dyke. Apax wrote off $507 million from its investment this spring. It has twice had to renegotiate the company’s massive debt load. I’m told that the banks forced Apax to hive off Thomas for separate sale. HIT, though, says Thomas was given its own division “to increase brand focus” — nothing to do with a potential sale.


My 2 year old daughter is shocked…
Great piece, Tim. Thanks.
Incidentally, some young parents I know and myself prefer Chuggington.
the way to make Thomas edgier is to introduce a “new wave” train engine – Lady TaTa.
You know why Thomas the Tank Engine revenue is flat? because the merchandise is badly overpriced. Just look at your local toy store:
Basic lego set: $20-$25
Generic train set: $30-$35
Thomas train set: $50+
Doesn’t matter how popular the character is, most folks won’t pay that much for the toys.
Chuggington is a shameless ripoff of Thomas.
It’s a pity copyright law doesn’t protect the creators of original content from cynical look-a-likes that exploit a market the original created.
This comment is simply wrong. There is no statute in copyright law that says you can “own” the anthropomorphizing of a steam locomotive. You cannot copyright a concept in this way. Characters, storylines, locations – these can all be trademarked and copyrighted. Anthropomorphizing can’t be.
By your logic, Thomas is in fact a rip off, from the popular 1930s books, Sammie the Shunter (which was in fact the first to put a face on a steam locomotive in the UK, and sell the look as a Children’s book). Thomas is simply the best known in a long line of trains with faces – first being seen in the 1860s as a form of satire in the British Press.
Chuggington is by no means a direct rip-off. The executives who created it previously worked for HiT Entertainment, and they know what kind of show the market could stand to take. They have not used storylines, characters or otherwise, of Thomas, and the look, while not entirely different, is entirely legal.
Please do some research prior to belittling the efforts of others.
“The executives who created it…”
Executives created it? Hmm. Sounds fishy.
“previously worked for HiT Entertainment…”
Oh, you mean the same company that produces Thomas & Friends? As in they quit and walked across the street and said, hey, I’ve got an idea, let’s do a kid’s train show!
Thanks for making my point for me.
p.s. I’m gonna go out on a limb and say the ‘research’ you did wasn’t borne of a love of trains, get my drift? You pigs do a risk assessment before you steal.
You need help.
…says the guy named “Capitalism Sucks.”
They ruined the brand when they ditched the model work and went CGI. The little kids like the actual trains.
Completely agree! The models and “stop motion” production of Thomas has suited the show for ages. It’s a shame the producers decided to transition into CGI simply because the technology is available. Thomas in CGI form does not look “right”.
What will the fat controller do now (reference to the UK version of Thomas’s boss)?
Thomas could do well if there was fresh writing perspective injected into the stories. Also, if the licensed products were not so over priced, the toys would drive the property’s fans to the shows better.
This is something Disney or Nickelodeon could jump start back to life, but it would require an adjustment on the selling price. HIT basically drove the franchise into the ground, much like Bob the Builder.
Honestly, at this point, there are three entities that would probably see the feasibility of buying the brand, and that’s The Hub (the joint venture between Discovery Communications and Hasbro), Classic Media (they own a lot of old properties and can renew them with ease), and maybe Jim Henson Productions (a lot of folks have forgotten what the “H” in HIT stands for), but I think in hindsight, even they know it’s a lagging brand. They might as well sell the whole HIT unit itself. It’d be a steal.
Neither Henson or Classic have that kind of money to spend. The Hub is not going to buy a property where the master toy license is controlled by their competitor Fisher Price (Mattel). No, the #1 potential buyer is Mattel. Another possible buyer for the right price- Saban!!
Is is so sad that all we think about as adults is the bottom line. I have watched my grandson play and watch Thomas. For more than 2 yrs. He has a great imagination. All he wants to do is play with Thomas. No I am not rich by any means. However, when my grandson wants a different train, I will buy it for hime just to see that smile that every parent and grandparent would give their last dime to see. So here is what I am thinking lower your prices, put out some exceries that would go with the trains, where the kids could better use their imginations. And lets keep putting smiles on the kids faces. I know that bottom line counts. But, without the kids you dont have a product. Ask the kids what the would like to see and you will get your profit.
*Sniff* Looks like it’s the end of the Line for the Thomas TV Series
The show sucks now. The earlier episodes were great. Now the stories are just flat out corny, and the sing-songy but palatable “They’re two, they’re four, they’re six, they’re eight” song has been replaced by a horrible wanna-be rap version in the middle of some episodes. I can’t even stand to sit through the whole thing anymore.
It would be very exciting if there was a Thomas the Tank Engine movie. My son Mitchell is four years old and was passed his starter toys from his older cousin. He is obsessed everything form clothes to sheets to toys,books, and movies. It is all he talks about. Which I love because it is clean unlike most things are now. There are many differences between Thomas and chugginton. And Thomas toys are priced much higher than most other toys but a little bit more money to keep the brand going doesnt seeem like too big of deal when you see the joy it brings your child.