HIT Entertainment renewed its partnership with Character Options, signing a multi-year agreement naming the company U.K. master toy licensee for its pre-school boys brand, Fireman Sam.
Character Options will continue to manage all toy category rights for Fireman Sam and will launch new ranges across play-sets, vehicles, figurines, plush and role play. The contract renewal follows a hugely successful year for Fireman Sam.
"We're delighted to continue our relationship with Character Options and look forward to even more fantastic, innovative Fireman Sam toy ranges over the coming years," says Jon Owen, senior vice president of HIT Brands Global. "Following the huge success of the Character Options product lines in 2010, the Fireman Sam brand is going from strength to strength and certainly has a bright future ahead."