Deal will see the costume company adding more new designs through 2022 as well as expanding its portfolio across EMEA.

Rubies has announced the continuation of its successful partnership with Mattel, which has seen an extension of the popular Fireman Sam licence. The company says the new deal reflects the strong relationship built up over the years between Rubies and Mattel, as it looks to expand its dress-up portfolio across EMEA.

With over 30 years of heritage, the Fireman Sam series currently airs in over 100 countries. Rubies will continue to manufacture and distribute its current costume styles alongside the addition of exciting new designs to the range for 2022.

Tracey Devine-Tyley, head of Portfolio and Licensing at Rubies, commented: “Our partnership with Mattel and its subsidiaries, responsible for the creation and continued success of the Fireman Sam brand over the years, is set to grow exponentially following this extension. The Rescue Team has been educating young children for over 30 years on the importance of teamwork and safety and we are proud of the values it upholds; they align with our own company morals, which we wish to share and impart to our youngest audience, children. We are happy to be able to continue to provide youngsters with dress-up that encourages them to act in the heroic and ambitious way that the rescue team of Pontypandy does. Part of our company mission is to inspire children to be the best they can be with our costumes and we are delighted to be able to continue doing this.”

Helen Genia, head of UK Licensing and Hardlines EMEA Mattel Consumer Products, added: “Fireman Sam is an important piece of British pop culture and a much-loved character across toys, books, fashion, nightwear and dress-up. We are thrilled to expand the licence with Rubies to offer children more role-play opportunities and bring to life the characters and world of Pontypandy through fantastic new dress-up looks, allowing children to play out heroic adventures.”

The Fireman Sam show is available to watch in the UK on Cartoonito, Netflix, Amazon Prime, Milkshake (Channel 5) and Virgin Media, as well as networks across Europe, Middle East and Africa.