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Character Options will manage a multi-category licensing deal in the UK for the recently refreshed Fireman Sam property. Under the agreement, Character Options will be launching new ranges across plastic play-sets, vehicles, and figurines; plush and role play products with its first range set to launch in Spring/Summer 2010. Fireman Sam has recently undergone a significant programme refresh with the launch of an all new CG animated television series that features new characters, new seaside destinations and daring rescue missions. The series will also be supported with a new style guide and marketing support. The new Fireman Sam series launched on Turner’s Cartoonito in March 2009, going on to become the channel’s top rating pre-school show. HIT also signed a new TV distribution deal for Fireman Sam on GMTV’s The Fluffy Club, reaching a terrestrial audience for the first time and set to broadcast on 12th September 2009. The classic series of Fireman Sam can also be seen on Five’s Milkshake! further enhancing the show’s broadcast footprint in the UK. Tracy Griffiths, UK Licensing Director HIT Entertainment commented, “With a significantly enhanced broadcast presence in the UK, Fireman Sam is set for an exciting year ahead. We are delighted to be partnering with Character Options who have demonstrated an exciting line-up of innovative designs combined with a fresh approach at retail.” Jon Diver, Managing Director Character Group added, “Fireman Sam is a classic preschool brand with a long and successful heritage. We are excited to be working with HIT Entertainment to develop an all new range of Fireman Sam toys based on the new CG animated television series. This range will be launched in early 2010 and Character will build the brand from its current base to new levels of success through exciting new products and enhanced marketing.” |
