HIT Entertainment, one of the world’s leading independent children’s entertainment producers and rights owners has taken Fireman Sam on a retail road show to promote outdoor and fire safety to young children. The Fireman Sam Summer Safety Campaign will be launched across eleven SMYTHS toy stores every weekend across the UK and Ireland until 25th July. The popular retail road shows were first launched in 2008 and aim to attract young Fireman Sam fans and their families into SMYTHS toy stores to learn about summer and fire safety and showcase the product range.

Fireman Sam’s Summer Safety Campaign will be supported by each local fire brigade who will be on hand to offer essential safety information and the opportunity to climb aboard a real working fire engine. SMYTHS will promote the summer campaign throughout the store and online with special product promotions and giveaways including Fireman Sam stickers, reflective arm bands and safety tip leaflets.

The all new Fireman Sam series in CGI is currently broadcast on Cartoonito daily and is the channel’s highest ranking show for preschoolers.