Mattel celebrates 30 years of Fireman Sam

Published on: 17th November 2017

Special anniversary episode, The Prince in Pontypandy, will air in the UK today on Cartoonito and Channel 5.

Iconic pre-school property Fireman Sam celebrates its 30th anniversary today with the airing of a special episode, said to be a nod to the character’s most famous fan – Prince George. Titled The Prince in Pontypandy, the episode centres on a kindly Prince who is called upon to use his skills as a helicopter pilot as he works with Fireman Sam to save the day during an official visit to Pontypandy.

The episode will broadcast in the UK today on Cartoonito and Channel 5, and will be released globally next year.

To further celebrate the occasion, the brand is running a 30% off promotion on select Fireman Sam toys at Toys R Us and Smyths, while Fireman Sam himself is set to appear on Channel 5’s Milkshake!, and at a birthday party at Mattel Play! Liverpool.

Elsewhere, the character will feature in branded attractions at Mattel Play! Town Dubai and an attraction which is set to open in Sevenum, The Netherlands, next year. The live theatre show Fireman Sam Saves the Circus will continue to tour throughout Europe until 2019.

Jennifer Bennett, senior director, consumer products, Europe, Mattel, commented: “Fireman Sam is a wonderful, wholesome brand that has an enduring popularity and continues rapid growth in continental Europe since its re-launch in 2014. We have best-in-class licensing partners and the success is proven by the NPD data, which shows Fireman Sam to be the No. 1 property in preschool role play categories across several European countries.”


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