Hit Entertainment has expanded its relationship with Learning Curve in the German market.
The firm, which already represents Thomas & Friends and Bob the Builder, has become the toy licensee for Fireman Sam in the territory after sealing a new multi-year deal.
As part of the agreement, Learning Curve will distribute Fireman Sam product from UK master toy partner, Character Options.
"We are delighted to sign this multi-year licensing agreement with Learning Curve for Fireman Sam," said Jon Owen, SVP of Hit Brands Global. "The new toy line has boosted Sam's popularity to new levels in the UK, so we are confident that, as one of Germany's leading toy companies, Learning Curve will drive similar results in the German market."
Clive Wooster, European MD at Learning Curve, added: "We believe Fireman Sam is a real opportunity for our retailers in Germany. We will be making sure our sales and marketing efforts provide retailers with the same standard of service and success as they are seeing from the rest of our business."