HIT Entertainment, one of the world’s leading independent children’s entertainment producers and rights owners, has today announced the renewal of Character Options as UK Master Toy Licensee for the number two* pre-school boys brand, Fireman Sam™. Under the multi-year licensing agreement, Character Options will continue to manage all toy category rights for Fireman Sam and will launch new ranges across play-sets, vehicles, figurines, plush and role play. The Character Options contract renewal follows a hugely successful year for Fireman Sam. The first master toy range from Character Options, based on the CG-animated series, was one of the most successful pre-school ranges of last year, with the Deluxe Fire Station playset chosen as a 2010 Dream Toy.

Jon Owen, Senior Vice President, HIT Brands Global said, “We’re delighted to continue our relationship with Character Options and look forward to even more fantastic, innovative Fireman Sam toy ranges over the coming years. Following the huge success of the Character Options product lines in 2010, the Fireman Sam brand is going from strength to strength and certainly has a bright future ahead.”

Jon Diver, Managing Director Character Group added, “We’re excited to continue working with HIT Entertainment to develop even more new Fireman Sam lines. The consumer response to our first range based on this classic pre-school brand has been superb and we will continue to develop high quality, attractively priced toys which will only see the brand benefit further.”

* NPD Nov 2010 YTD

Jon Owenc, Senior Vice President, HIT Brands Global comment on Character Options win for Fireman Sam at the Toy Industry Awards last night: “We’d like to offer our congratulations to the Character Options team on winning the ‘Pre-school Toy of the Year’ award last night for the Fireman Sam Deluxe Fire Station Playset.”

“Since HIT signed Character Options as master toy partner for Fireman Sam, the company has worked incredibly hard to develop a fantastic, innovative toy range for the brand, with the Deluxe Fire Station Playset proving the biggest hit. This award is well deserved and we’d like to thank the whole team for their continued commitment to the brand. The Fireman Sam brand is going from strength to strength and has a very bright future ahead.”