Rubies extends Fireman Sam license

Costume manufacturer Rubies has announced the continuation of its successful partnership with leading global toy company, Mattel, Inc., with the extension of the Fireman Sam license.

The new deal signifies the strong relationship built over the years between Rubies and Mattel, as they look to expand their dress-up portfolio across EMEA.

With over 30 years of legacy, the Fireman Sam brand holds a special place in the hearts of millions of children and adults across the globe, with the series airing in over 100 countries. Rubies will continue to manufacture and distribute its current styles along with the addition of exciting new designs to the range for 2022.

Tracey Devine-Tyley, Head of Portfolio and Licensing at Rubies, says: “Our partnership with Mattel and its subsidiaries, responsible for the creation and continued success of the Fireman Sam brand over the years, is set to grow exponentially following this extension. The Rescue Team have been educating young children for over 30 years on the importance of teamwork and safety and we are proud of the values it upholds as they align with our own company morals which we wish to share and impart on our youngest audience, children.

“We are happy to be able to continue to provide youngsters with dress-up that encourages them to act in the heroic and ambitious way that the rescue team of Pontypandy do. Part of our company mission is to inspire children to be the best they can be with our costumes and therefore we are delighted to be able to continue doing this.”

Helen Genia, Head of UK Licensing and Hardlines EMEA Mattel Consumer Products adds: “Fireman Sam is an important piece of British pop culture and a much-loved character across toys, books, fashion, nightwear and dress-up. We are thrilled to expand the license with Rubies to offer children more role-play opportunities and bring to life the characters and world of Pontypandy through fantastic new dress up looks, allowing children to play out heroic adventures.”

Fireman Sam content has over 9.36bn global views to date on the official YouTube Channel and it is a top 5 preschool character brand in Europe, with 360 integration, including toy, consumer products, live events, and publishing.

The Fireman Sam show is produced by Mattel Television and WildBrain and distributed by WildBrain, and is available to watch in the UK on Cartoonito, Netflix, Amazon Prime, Milkshake (Channel 5) and Virgin Media, as well as networks across Europe, Middle East and Africa.

The official Fireman Sam costumes are available to order from Rubiesuk.com or from online stores including Amazon.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

Check Also

Business platform Spielwarenmesse Digital launches today

For the originally planned period of the Spielwarenmesse trade fair, from 2 to 6 February, …