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Mattel extends Fireman Sam partnership with Rubies

Rubies has continued its partnership with Mattel and extended its licence for preschool favourite, Fireman Sam.

The new deal signifies the strong relationship which has been built over the years between Rubies and Mattel, as the company looks to expand its dress-up portfolio across EMEA. Rubies will continue to manufacture and distribute their current styles along with addition of new designs to the range for 2022.

Tracey Devine-Tyley, head of portfolio and licensing, said: “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 have been educating young children for over 30 years on the importance of teamwork and safety and we are proud of the values it upholds as they align with our own company morals which we wish to share and impart on 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 do. Part of our company mission is to inspire children to be the best they can be with our costumes and therefore, 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.”

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