Silverlit signed as new toy distributor; series is second highest rated on France 5.

Fireman Sam gets a hot reception in France

Hit Entertainment’s Fireman Sam has been given a further boost, with the signing of a new toy distributor in France, on the back of impressive audience figures on France 5.

Silverlit has come on board to distribute the toy line from Character Options in the country. The range includes a selection of action figures, rescue vehicles and play-sets.

Silverlit will roll it out through independent retailers initially before focusing on grocers and multiple stores later in the year. The toy launch will be supported by PR and marketing initiatives.

"Fireman Sam has been saving the day for over 25 years and his appeal shows no sign of fading," said Edward Catchpole, SVP, Hit Entertainment. "We’re delighted to team up with Silverlit to keep Fireman Sam’s popularity burning in France."

Guillaume Coulaud, Silverlit France marketing manager, added: "Fireman Sam is a great opportunity for Silverlit. The show has all the ingredients of a well produced CGI series, including an appealing hero and action packed storylines."

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