Rubies extends Fireman Sam’s license – toynews

Costume maker Rubies has announced the continuation of its successful partnership with global toy leader Mattel, Inc., with the extension of the Fireman Sam license.

The new agreement is a testament to the strong relationship built over the years between Rubies and Mattel, as they seek to expand their portfolio of trim in the EMEA region.

With over 30 years of heritage, the Fireman Sam brand holds a special place in the hearts of millions of children and adults around the world, with the series airing in over 100 countries. Rubies will continue to manufacture and distribute its current styles with the addition of exciting new designs to the range for 2022.

Tracey Devine-Tyley, Head of Portfolio and Licensing at Rubies, said: “Our partnership with Mattel and its subsidiaries, responsible for the creation and continued success of the Fireman Sam brand over the years, is expected to grow exponentially as a result of this. extension. The Rescue Team has been educating young children for over 30 years on the importance of teamwork and safety and we are proud of the values ​​they uphold as they align with the moral of our own company that we want to share and transmit to our youngest audience, children.

“We are happy to be able to continue to provide young people with attire that encourages them to act in the heroic and ambitious ways that the Pontypandy rescue team is doing. Part of our company’s mission is to inspire children to perform at their best with our costumes and so we are delighted that we can continue to do so.

Helen Genia, Head of UK Licensing and Hardlines EMEA Mattel Consumer Products adds: “Fireman Sam is an important part of UK pop culture and a popular figure in toys, books, fashion, sleepwear and fancy dress. We are excited to extend the license with Rubies to give children more role-playing opportunities and bring the characters and world of Pontypandy to life with fantastic new looks, allowing children to experience heroic adventures.

Fireman Sam content has over 9.36 billion views worldwide to date on the official YouTube channel and is one of the top 5 preschool character brands in Europe, with 360 ° integration including toys, consumer products, live events and publishing.

Fireman Sam is produced by Mattel Television and WildBrain and distributed by WildBrain, and is available in the UK on Cartoonito, Netflix, Amazon Prime, Milkshake (Channel 5) and Virgin Media, as well as on networks across the Europe, the Middle East and Africa.

Official Fireman Sam costumes are available to order at or at online stores including Amazon.

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