HIT Entertainment, one of the world’s leading children’s entertainment producers and rights owners, and Child Accident Prevention Trust, a national charity working to prevent serious childhood injury as a result of accidents, have formed a partnership to help raise awareness of child safety issues.

Child Accident Prevention Trust is named as the official charity partner of HIT’s popular children’s character Fireman Sam. As part of the relationship, Fireman Sam will act as a spokesperson for the charity’s marketing and promotional activity including Halloween, Bonfire Night and the charity’s annual Child Safety Week in June 2008. Every year, around 2 million children are rushed to hospital A & E after accidents and the Trust believe that with the help of the popular children’s character, it can increase awareness of the issue and help prevent childhood accidents happening by talking directly to children and their parents with a brand that already represents safety for children.

Fireman Sam was first created in 1985 and is now broadcast in over 90 countries around the world. Fireman Sam is the hero next door and an inspiration to young children who love to follow his adventures in and around Pontypandy. The popular children’s character also conveys the importance of keeping safe around fires and other everyday dangers in a non-threatening, educational and entertaining way.

Katie Rollings, Vice President International Marketing HIT Entertainment commented, “We are delighted to be working with Child Accident Prevention Trust. Fireman Sam is a perfect fit with the charity’s mission to educate and inform young children about the importance of safety around fire. We believe Fireman Sam is a natural communicator with children and will enable the Trust to reach their young audience in a fresh, new way.”

Katrina Phillips, Chief Executive Officer of the Trust added, “Fireman Sam is a great favourite who appeals to children and adults alike. We are thrilled to become an affiliated partner.”

Child Accident Prevention Trust is the foremost national charity in Britain dedicated to reducing the toll of death and horrifying injury to children from causes such as burns and scalds, falls and road accidents.

Fireman Sam, the hero next door can also be seen in his latest double DVD adventure in ‘Snow Business! & The Big Freeze’ released 26 November from all major retailers at £12.99.