Mattel Fetes 30 Years of 'Fireman Sam'

EUROPE–Mattel has revealed that it will celebrate the 30th anniversary of its children’s brand “Fireman Sam” today with a special episode, as well as a series of U.K. activations, to mark the occasion.

April 6, 2018

Mattel Fetes 30 Years of 'Fireman Sam'

“The Prince in Pontypandy” episode will air in the U.K. on Cartoonito and Channel 5’s Milkshake before rolling out worldwide next year.


To kick off the anniversary celebrations, Mattel and DHX, who distribute and co-produce the series, created “The Prince in Pontypandy” episode to honor the show’s heritage. The one-off episode will feature a kind Prince who visits Pontypandy on official royal duties, but ends up having to use his helicopter rescue skills to save the day with Fireman Sam. “The Prince in Pontypandy” is set to air in the U.K. on Cartoonito and Channel 5’s Milkshake, and will be released next year around the world as part of the series’ latest season.

Additional 30th anniversary celebrations in the U.K. for the brand include a 30 percent off promotion on select “Fireman Sam” products at Toys ‘R’ Us and Smyths, an appearance from Fireman Sam himself on Channel 5’s Milkshake and a birthday party for Fireman Sam and

his visitors at Mattel Play! Liverpool.

The character will also continue to be featured in branded attractions at Mattel Play! Liverpool, Mattel Play! Town Dubai and a third attraction, which is set to open in Sevenum, The Netherlands, next year. Furthermore, the live theater show “Fireman Sam Saves the Circus” will continue to tour throughout Europe until 2019.

“‘Fireman Sam is a wonderful, wholesome brand that has an enduring popularity and continues rapid growth in continental Europe since its re-launch in 2014,” says Jennifer Bennett, senior director, consumer products, Europe, Mattel. “We have best-in-class licensing partners and the success is proven by the NPD data, which shows ‘Fireman Sam’ to be the No. 1 property in preschool role play categories across several European countries.”

“Fireman Sam” was originally created by ex-firemen Dave Gingell and Dave Jones and first hit airways on Nov. 17, 1987, when the inaugural stop-motion episode “The Kite” was broadcast in Wales. Today, the series boasts 10 seasons, is broadcast in over 155 territories worldwide and is translated into 36 languages.

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