Since September 2012, the CGI series has consistently been the second-highest rating children’s show on France5, attracting audiences significantly over the slot average. Building on the success of the property, Silverlit will begin distributing the award-winning toy range from UK and Eire master toy partner Character Options in France this month.
The toy range includes a selection of action figures, rescue vehicles and playsets and will be launched through independent retailers initially before focusing on grocers and multiple retailers later in the year. The toy roll-out will be supported by high profile PR and marketing initiatives.
Edward Catchpole, senior vice president at HIT Entertainment, said: “Fireman Sam has been saving the day for over 25 years and his appeal shows no sign of fading. We’re delighted to team up with Silverlit to keep Fireman Sam’s popularity burning in France.”
Guillaume Coulaud, Silverlit France marketing manager, added: “Fireman Sam is a great opportunity for Silverlit. The show has all the ingredients of a well-produced CGI series, including an appealing hero and action-packed storylines. Fireman Sam is loved by children and reassures parents, totally in accordance with our Ouaps brand. Fireman Sam and Ouaps are now teamed up for a great success in France.”
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