HIT Names U.K. Master Toy Partner for Fireman Sam

LONDON: Character Options has been appointed British master toy partner for HIT Entertainment’s Fireman Sam in a multi-category licensing deal.

Character Options will be launching new ranges for the recently refreshed Fireman Sam property across plastic playsets, vehicles and figures, as well as plush and role-play products. The first range is set to launch in spring/summer 2010. The updated CG-animated series features new characters, new seaside destinations and new missions. The refreshed program will also be supported with a new style guide and marketing support.

Tracy Griffiths, the U.K. licensing director for HIT Entertainment, commented, “With a significantly enhanced broadcast presence in the U.K., Fireman Sam is set for an exciting year ahead. We are delighted to be partnering with Character Options who have demonstrated an exciting lineup of innovative designs combined with a fresh approach at retail.”

Jon Diver, the managing director of Character Group, added, “Fireman Sam is a classic preschool brand with a long and successful heritage. We are excited to be working with HIT Entertainment to develop an all new range of Fireman Sam toys based on the new CG-animated television series. This range will be launched in early 2010 and Character will build the brand from its current base to new levels of success through exciting new products and enhanced marketing.”