With the help of local fire services throughout the UK, Fireman Sam will be appearing at Toys R Us stores, sharing fire safety tips with youngsters and their parents.
Safety First with Fireman Sam booklets will be distributed to nurseries and parents, as well as included within Fireman Sam and Practical Parenting magazines.
The events will include a range of activities, free gifts and competitions to enter, as well as the opportunity for young fans to get photos taken with the character and local fire engine.
Lesli Zador, brand manager Hit Entertainment, said: “We are pleased to bring Fireman Sam to Toys R Us stores around the country to help raise awareness of fire safety.
"The 14 date Safety First campaign, launching tomorrow, will teach young fans important life lessons in a fun and engaging way”.
Information about the tour can be found at www.firemansamonline.com with competitions available on www.toysrus.co.uk/firemansam.
The campaign launches tomorrow, Saturday June 5th, in Coventry.