28 JAN, 2014

HIT Entertainment, one of the world’s leading pre-school entertainment companies, has today announced Simba-Dickie as new European Master Toy Partner (non-UK) for Fireman Sam.

Launching the first lines from August 2014, Simba will produce a range of figures, playsets, vehicles and role play, while Dickie will launch a range of die-cast vehicles, playsets and accessories, as well as RC vehicles and walkie talkies.

Everybody’s ultimate hero next door Fireman Sam has been racing to the rescue of his friends and colleagues in all sorts of perilous situations for over 25 years.  Based in the Welsh village of Pontypandy, Fireman Sam is a pillar of the community and the hero of every rescue. 

Edward Catchpole SVP, HIT Entertainment said: “HIT Entertainment has a fantastic reputation for brokering deals worldwide and this partnership is indicative of the enduring appeal and appetite for our quality portfolio of pre-school brands.  This will deliver major growth for Fireman Sam beyond English language countries.  It marks the start of a significant strategic partnership that will enable HIT and Mattel to grow brands beyond our own vertical businesses.”

Simba-Dickie CEO, Michael Sieber said: “A proven brand with strong consumer appeal and success, Fireman Sam strengthens our portfolio of character licenses and furthers our strategy in the children’s marketplace”.

The Fireman Sam TV programme airs every Saturday morning on Kika and is extremely popular with children in Germany, as are the Sam DVDs which have sold 1 million copies in Germany to date.

Fireman Sam continues to be a top rated show for children 4 – 5 in the UK on Cartoonito and the channel is due to premiere season 9 in spring 2014 unveiling new characters, vehicles and destinations. The new series will be supported digitally by a new microsite and social media activity.

Character Options retains the rights for the UK and Nordics.