Its trains often feature popular cartoon, game or mascot characters.

For instance, Lucky Charms has a game on their website that lets kids track Lucky the Leprechaun's various adventures, and Honey Nut Cheerios lets kids create a comic strip with the mascot BuzzBee.

Using a game within the Tmall app, shoppers "capture" Tmall's cat mascot at participating shops and restaurants to unlock and win "red packets".