Hit Entertainment has confirmed Simba Dickie as the new European master toy partner (non UK) for pre-school brand, Fireman Sam.
Launching the first lines from August, Simba will produce a range of figures, play-sets, vehicles and role play, while Dickie will have die-cast vehicles, play-sets and accessories, as well as RC vehicles and walkie talkies.
"Hit Entertainment has a fantastic reputation for brokering deals worldwide and this partnership is indicative of the enduring appeal and appetite for our quality portfolio of pre-school brands," said Edward Cathcpole, SVP, Hit Entertainment.
"This will deliver major growth for Fireman Sam beyond English language countries.
"It marks the start of a significant strategic partnership that will enable HIT and Mattel to grow brands beyond our own vertical businesses."
Michael Sieber, Simba Dickie CEO, added: "A proven brand with strong consumer appeal and success, Fireman Sam strengthens our portfolio of character licences and furthers our strategy in the children's marketplace."