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Fireman Sam


Fireman Sam has continued to save the day in 2016 with exciting new launches growing the franchise, alongside strategic campaigns to continue to strive to be every pre-schoolers ‘first hero’, and the only brand that immerses pre-schoolers into the world of fire and rescue.

Fireman Sam will continue to go from strength to strength as the pre-school property looks forward to an exciting new year ahead, marking the brands 30th Anniversary in 2017 and celebrating 30 years of saving the day, every day! An action packed marketing and PR calendar will bring to life the brand’s core values continuing to position Fireman Sam as the ultimate fire and rescue hero for pre-schoolers, as well as supporting dynamic new content featuring a stellar voice cast in this special year.

Series 10 introduces new theme!

Fireman Sam has embarked on a whole host of new adventures this year in Series 10. The new content has introduced the popular theme of Animal Rescue welcoming new uniforms and a brand new specialist vehicle continuing to appeal to its pre-school audience. Bringing the theme to life through play is the new animal rescue vehicle and, a new vet vehicle to help at Lizzie’s vet clinic from the popular Character Options toy line.


Celebrating 30 years of safety!

In 2017, Fireman Sam celebrates 30 years of saving the day, every day with ‘Sam’s Special Year of Safety!’ A landmark year for the brand brings a heroic and all-encompassing agenda of activity including a brand new feature-length special, Alien Alert, which stars the guest voice of multi-award-winning Scottish actor David Tennant.

30 years of history offers a strong platform to create stand out for the Fireman Sam brand in a unique and exciting way as well as celebrating the brands heritage, and the extensive anniversary programme is set to do just that. High profile partnerships and break frame campaigns will structure the year continuing to build ownership of safety and an emotional connection with parents, while championing the brand DNA of ACTION, BRAVERY, COMMUNITY and SAFETY!