Toy market news

Rubies extends Fireman Sam license

Costume manufacturer Rubies has announced the continuation of its successful partnership with leading global toy company, Mattel, Inc., as they announce the extension of the Fireman Sam license.

The new deal signifies the strong relationship built over the years between Rubies and Mattel, as they look to expand their dress-up portfolio across EMEA.

With over 30 years of legacy, the Fireman Sam brand holds a special place in the hearts of millions of children and adults across the globe, with the series airing in over 100 countries. Rubies will continue to manufacture and distribute its current styles along with the addition of exciting new designs to the range for 2022.

Fireman Sam content has over 9.36bn global views to date on the official YouTube Channel and it is a top 5 preschool character brand in Europe, with 360 integration, including toy, consumer products, live events, and publishing.