Mattel announced Monday it will sell “Thomas & Friends” toys directly to customers through a new catalog and website designed specifically for fans of toys based on the popular train-themed children’s program.

The El Segundo toy company’s new sales tactic is built upon its Thomas & Friends Wooden Railway line of train set toys, which are part of Mattel’s Fisher-Price brand. The catalog is scheduled to go live in August and Mattel’s plans also include designating 20 domestic independent retailers as “Official Thomas & Friends Specialty Stations.”

The promotion includes the production of a limited-edition wooden train named “Logan” that is set to be released only through the new catalog, website or specially designated stores.

Share prices for Mattel fell 24 cents, less than a percentage point, to $35.96 on the Nasdaq in Monday’s trading.