Metro Trains set to launch a range of cuddly toys globally based on characters in ‘DWTD’ campaign

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Dumb-Ways-Toys.jpgAfter 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