Fireman Sam is teaming up with Toys R Us to promote safety as part of the ‘Safety First with Fireman Sam’ campaign which launches tomorrow, Saturday 5 June, in Coventry.

With the help of local fire services throughout the UK, Fireman Sam will be appearing at Toys R Us stores, sharing fire safety tips with youngsters and their parents. Working to promote awareness of the importance of safety for all, ‘Safety First with Fireman Sam’ booklets will be distributed to nurseries and parents, as well as included within ‘Fireman Sam’ and ‘Practical Parenting’ magazines. The event will see plenty of fun activities, free gifts and competitions to enter, as well as the opportunity for young fans to get photos taken with their Pontypandy hero and local fire engine.

Lesli Zador, Brand Manager HIT Entertainment, says: “We are pleased to bring Fireman Sam to Toys R Us stores around the country to help raise awareness of fire safety. The 14 date ‘Safety First’ campaign, launching tomorrow, will teach young fans important life lessons in a fun and engaging way”.

Information about the tour can be found at www.firemansamonline.com with competitions available on http://www.toysrus.co.uk/firemansam.

Fireman Sam is the No. 3 pre-school boys brand in the UK*. This year a fantastic new range of toys by master toy licensee Character Options launched, with more exciting products due for release in the summer. Fireman Sam’s TV popular series is broadcast in 130 territories, in 25 languages, around the globe.

*NPD data