Hit seeking further growth for Fireman Sam

Master toy deal renewed in UK for pre-school boys brand.
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Hit Entertainment is looking to further bolster pre-school boys brand, Fireman Sam, after a successful year in 2010 - kicking off by renewing the UK master toy deal.

Character Options has signed a new two-year agreement, which will see it continue to manage all toy category rights for Fireman Sam. It is planning to launch new ranges across play-sets, vehicles, figurines, plush and role play.

"Following the huge success of the Character Options product lines in 2010, the Fireman Sam brand is going from strength to strength and certainly has a bright future ahead," commented Jon Owen, SVP, Hit Brands Global.

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