Fireman Sam celebrates 30th anniversary with Golden Helmet Awards

Published on: 30th March 2017

Mattel has revealed details of its UK marketing campaign to mark the 30th anniversary of Fireman Sam.

GoldenHelmet1032017 marks 30 years since the first ever episode of Fireman Sam ‘The Kite’, was broadcast on the BBC and the brand will be celebrating this important year with a schedule of activations, as well as the launch for real life heroes with the Golden Helmet Awards.

To start the celebrations, Fireman Sam and his team are on the hunt for real life heroes with the Golden Helmet Awards. The awards will help encourage children to act out their own adventures and be their own hero, as well as celebrating real life heroes in their local community. Launched in partnership with parenting website Netmums, fans can nominate their local heroes to win an exclusive Fireman Sam trophy and £500; winners will also be presented with their awards by Fireman Sam himself.

On June 15th, Fireman Sam will also celebrate his first ever theatrical release with the new movie Fireman Sam Alien Alert, featuring David Tennant as new character Buck Douglas.

Helen Genia, licensing category manager at Mattel, commented: “We are really excited to be celebrating Fireman Sam’s 30th anniversary, a show loved by millions of children and parents around the UK. We have some activations that will not only take a retrospective look back at Sam’s three decades on screen whilst we also cement our commitment to the future of the brand with our Golden Helmet Awards. These will reinforce how Fireman Sam inspires and teaches children the important lessons in bravery, community and safety.”


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