Lucy Holdsworth: Metro Trains: Dumb Ways to Die plush toys

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 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.