25 FEB, 2011


HIT Entertainment, one of the world's leading independent children's entertainment producers and rights owners, has today announced the appointment of Learning Curve as German toy licensee for popular pre-school brand Firemen Sam. This partnership furthers the relationship between HIT and Learning Curve who already successfully represent Thomas & Friends and Bob the Builder in the German market.

As part of this multi-year agreement, Learning Curve will distribute the award winning Fireman Sam product from UK master toy partner, Character Options.

The Character Options toy range, based on the CG animated series, has already enjoyed huge success in the UK. It became one of the standout pre-school toy ranges of 2010, with the Deluxe Fire Station Playset chosen as a 2010 Dream Toy as well as 'Pre-school Toy of the Year'.

Fireman Sam is already a well established brand in Germany, enjoying strong ratings on Kika for CGI series 6 and 7. DVD sales have also been impressive, further demonstrating Sam's huge following in Germany.

Jon Owen, Senior Vice President, HIT Brands Global said, "We are delighted to sign this multi-year licensing agreement with Learning Curve for Fireman Sam. The new Fireman Sam toy line has boosted Sam's popularity to new levels in the UK so we are confident that, as one of Germany's leading toy companies, Learning Curve will drive similar results in the German market."

Clive Wooster, European Managing Director for Learning Curve added, "We believe Fireman Sam is a real opportunity for our Retailers in Germany. Learning Curve has a strong relationship with our customers here and we aim to ensure Fireman Sam products sell strongly off the shelf. We will be making sure our sales and marketing efforts provide retailers with the same standard of service and success as they are seeing from the rest of our business".

The CTM agency currently represents Fireman Sam in Germany on behalf of HIT Entertainment.

About HIT Entertainment
HIT Entertainment is one of the world's leading independent children's entertainment producers and rights-owners. HIT's portfolio includes properties, such as Barney™, Bob the Builder™, Thomas & Friends™, Pingu™, Fireman Sam™, Angelina Ballerina™ and Rainbow Magic™. HIT represents Chapman Entertainment's Fifi and the Flowertots™ and Roary the Racing Car™ in North America, as well as Wallace & Gromit™, Shaun the Sheep™, Timmy Time™ and Aardman Classics from Aardman Animations. HIT also acts as representative for The Wiggles® in the UK. Launched in 1989, HIT's lines of business span television and video production, content distribution, publishing, consumer products licensing and live events and has operations in the UK, US, Canada, Hong Kong and Japan. HIT is a part-owner of US-based preschool channel, PBS KIDS SproutSM. For more information, visit www.hitentertainment.com.