Hit Entertainment and the Child Accident Prevention Trust has formed a partnership to help raise awareness of child safety issues.
The national charity has been named as the official partner of Hit's popular children's character Fireman Sam. As part of the relationship, Fireman Sam will act as a spokesperson for the charity's marketing and promotional activity including Halloween, Bonfire Night and the annual Child Safety Week in June 2008.
Every year, around two million children are taken to hospital A&E after accidents. The Trust believes that with the help of Fireman Sam it can help increase awareness of the issue and help prevent accidents happening by talking directly to children and parents with a brand which already represents safety to kids.
"Fireman Sam is a perfect fit with the charity's mission to educate and inform young children about the importance of safety around fire," said Katie Rollings, VP of international marketing at Hit. "We believe Fireman Sam is a natural communicator with children and will enable the Trust to reach their young audience in a fresh, new way."
Fireman Sam was first created in 1985 and is now broadcast in over 90 countries worldwide. The latest double DVD - Snow Business & The Big Freeze - is released on November 26th.