Learning Curve Appointed as German Toy Licensee for Fireman Sam

BRANDORA Editorial Staff - February 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 represent Fireman Sam in Germany on behalf of HIT Entertainment.