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Ciao adds Hot Wheels and Fireman Sam to boys offering

Extending its partnership with Mattel in Italy, Ciao has developed two new costumes based on Fireman Sam and Hot Wheels brands.

The Hot Wheels costume is a racing driver style jump suit featuring the iconic Hot Wheels logo and flames and is completed with a cap and steering wheel.

Meanwhile, the Fireman Sam costume comprises of the iconic yellow trousers and blue top, along with accessories and a character mask in EVA.

Andrea Guglielmo, sales representative at Ciao, commented: “Ciao was willing to expand the Mattel partnership, exploring the opportunity in the boys section. Hot Wheels represents a classic franchise able to deliver daily sales through die cast and a constant visibility of its brand. Fireman San is a strongly sustained franchise supported by a robust broadcasting plan, so Ciao has taken the opportunity to develop a detailed costume with accessories.”

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