Fireman Sam Gets New Master Toy

Hit Entertainment has appointed Simba-Dickie as the new European master toy partner (excluding the U.K.) for its Fireman Sam brand.

Simba will produce a range of figures, play sets, vehicles and role play toys, while Dickie will launch a range of die-cast vehicles, play sets, remote-controlled vehicles and walkie-talkies. Initial product is set to launch in August.

“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 preschool brands,” says Edward Catchpole, senior vice president, Hit Entertainment. “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.”

The “Fireman Sam” TV series is broadcast in more than 100 countries around the world in 48-plus different languages and the brand has sold more than 1 million books across EMEA.