Mattel celebrated 30th anniversary of Fireman Sam

Mattel celebrated the 30th anniversary of its children’s brand ‘Fireman Sam’ yesterday with a special episode as well as a series of U.K. activations to mark the occasion.

To kick off the anniversary celebrations, Mattel and DHX, who distributes and co-produces the series, created “The Prince in Pontypandy” episode to honor the show’s heritage.

The one-off episode will feature a kind Prince who visits Pontypandy on official royal duties, but ends up having to use his helicopter rescue skills to save the day with Fireman Sam.

“The Prince in Pontypandy” is set to air in the U.K. on Cartoonito and Channel 5’s Milkshake, and will be released next year around the world as part of the series’ latest season.

Additional 30th anniversary celebrations in the U.K. for the brand include a 30 per cent off promotion on select Fireman Sam products at Toys ‘R’ Us and Smyths, an appearance from Fireman Sam himself on Channel 5’s Milkshake and a birthday party for Fireman Sam and his visitors at Mattel Play! Liverpool.

The character will also continue to be featured in branded attractions at Mattel Play! Liverpool, Mattel Play! Town Dubai and a third attraction, which is set to open in Sevenum, The Netherlands, next year. Furthermore, the live theater show “Fireman Sam Saves the Circus” will continue to tour throughout Europe until 2019.

Fireman Sam was originally created by ex-firemen Dave Gingell and Dave Jones and first hit airways on Nov. 17, 1987, when the inaugural stop-motion episode “The Kite” was broadcast in Wales. Currently, the series boasts 10 seasons, is broadcast in over 155 territories worldwide and is translated into 36 languages.


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