Fireman Sam is set to celebrate its 30th anniversary, with a line-up of activations.
The iconic fireman is on the hunt for real-life heroes for the new Golden Helmet Awards, which will encourage children to act out their own adventures and be their own hero.
Mattel has launched the awards alongside parenting website Netmums, which will allow fans to nominate their local hero to win a Fireman Sam trophy and £500.
“We are really excited to be celebrating Fireman Sam’s 30th anniversary, a show loved by millions of children and parents around the UK,” said Helen Genia, licensing category manager at Mattel.
“We have some exciting activations that will not only take a fun retrospective look back at Sam’s three magical decades on screen, while we also cement our commitment to the future of the brand with our Golden Helmet Awards that reinforces how Fireman Sam inspires and teaches children the important lessons in bravery, community and safety.”
This June will also see Fireman Sam head to the silver screen with the movie release of Fireman Sam Alien Alert.