HIT Entertainment, a division of Fisher-Price, has entered a first-of-its-kind deal with Amazon that will make the online retailer the exclusive location for both content and consumer products for the Fireman Sam preschool franchise.

The deal encompasses e-books, apparel, toys, lunch boxes and a range of other product as well as digital content including “Fireman Sam” TV episodes, which will be available to stream or download in Amazon Instant Video, Prime Instant Video, and FreeTime Unlimited. 

“With the ever-evolving experience that families have with digital media, our consumers expect more and our business demands it,” says Sid Mathur, vice president, HIT Entertainment, the Americas. “Working with Amazon, we have the perfect platform to create a new experience that gives fans one place to experience the franchise. This new agreement takes Fireman Sam fans through the entire consumer journey from first engaging with the brand through content on their Kindle Fire or Amazon Fire TV to fulfilling the demand for a deeper brand experience via books, toys and more.”

Amazon’s Fireman Sam content hub debuts today, and HIT and Amazon will introduce Fireman Sam consumer products in the U.S. for the first time later this year.

“We’re thrilled to exclusively bring the popular Fireman Sam merchandise and digital content to Amazon customers,” says Peter Larsen, vice president, product management, Amazon. “We’re always looking for ways to make parents’ lives easier, and now there’s no more convenient place in the world for kids to experience their favorite Fireman Sam content. We’re excited to be working with such a forward-thinking partner in this space.”