Mattel is planning to open a number of Thomas & Friends Towns in major cities across China as the toy manufacturer aims to enhance brand awareness in the country.

The company, which will open its first Chinese Thomas & Friends Town later this year, wants to replicate its Thomas the Tank Engine FEC model, which has already been deployed across Asia in both Japan and Malaysia.

In addition to launching its new FEC’s, Mattel is planning to further enhance its brand in China by introducing Yongbao – the first ever Chinese character in the Thomas the Tank Engine world.

"The new member Yongbao and his story will further promote the Thomas & Friends brand from a more Chinese angle and helps the world to learn about China," said Hailey Wu Sullivan, senior director and head of Marketing for Mattel Asia-Pacific.

"The new FEC is an immersive experience for kids to walk into the town and bring Thomas to life."

The new addition in Chongqing, western China, will cover 1,200sq m (13,000sq ft), offering a host of features including themed restaurants, rides, multifunction classrooms and an adventure castle. It opens in October.