Character Options signs new deal for Fireman Sam
Character Options has been named once again as the UK master toy licensee for the number two pre-school boys brand, Fireman Sam™, by HIT Entertainment.
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, under the multi-year licensing agreement that was signed by the companies.
The contract renewal follows a massively successful year for Fireman Sam, with the first master toy range from Character Options recognised as one of the most successful pre-school ranges of last year. This was further enhanced by the Deluxe Fire Station playset being chosen as the 2010 Dream Toy.
Jon Owen, senior vice president of HIT Brands Global commented about the agreement: “We are 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 of 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.”
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