The partnership furthers the existing relationship between Hit and Learning Curve, which already represents Thomas & Friends and Bob the Builder in the German market.
As part of the multi-year agreement, Learning Curve will distribute the Fireman Sam product from UK master toy partner, Character Options.
Fireman Sam is already a well established brand in Germany, enjoying strong ratings on Kika for CGI series 6 and 7. DVD sales have also been impressive, further demonstrating Sam’s huge following in Germany.
Jon Owen, senior vice president, HIT Brands Global said: “We are delighted to sign this multi-year licensing agreement with Learning Curve for Fireman Sam.
"The new Fireman Sam toy line has boosted Sam’s popularity to new levels in the UK so we are confident that, as one of Germany’s leading toy companies, Learning Curve will drive similar results in the German market.”
Clive Wooster, European managing director for Learning Curve added: "We believe Fireman Sam is a real opportunity for our Retailers in Germany. Learning Curve has a strong relationship with our customers here and we aim to ensure Fireman Sam products sell strongly off the shelf.
"We will be making sure our sales and marketing efforts provide retailers with the same standard of service and success as they are seeing from the rest of our business."
The CTM agency currently represents Fireman Sam in Germany on behalf of Hit Entertainment.