Character Options has become the UK master toy partner for Hit Entertainment's Fireman Sam.
The firm will now manage a multi-category licensing deal in the territory for the recently refreshed property. Character will be launching new ranges across plastic play-sets, vehicles and figurines, plush and role play.
Its first products are due to launch in spring/summer 2010.
Jon Diver, MD of Character Group, said: "Fireman Sam is a classic pre-school brand with a long and successful heritage. We are excited to be working with Hit to develop an all new range of Fireman Sam toys based on the new CG animated television series.
"This range will be launched in early 2010 and Character will build the brand from its current base to new levels of success through exciting new products and enhanced marketing."