Mattel celebrates iconic character’s 30th anniversary in 2017
Mattel will celebrate 30 years of Fireman Sam in 2017.
He has been racing to the rescue of his friends and colleagues in all sorts of perilous situations since he first made his UK TV debut in 1987. This year marks 30 years of action and adventure and the leading pre-school property will be celebrating with an action packed schedule of exciting marketing and PR activations.
Fireman Sam and his team kicked off the celebrations with a hunt for real life heroes for the Golden Helmet Awards. The awards will help encourage children to act out their own adventures and be their own hero, as well as celebrating real life heroes in their local community in partnership with leading parenting website Netmums.
On June 17th, Fireman Sam will celebrate his first ever theatrical release with the exciting new movie Fireman Sam Alien Alert coming to cinemas nationwide. The story builds on the Alien theme, with former Dr Who actor David Tennant bringing new character Buck Douglas to life, expanding the brands modern approach to engaging preschoolers and parents.
Ahead of Halloween and Bonfire Night, Fireman Sam will launch Sam’s Safety Campaign, continuing to drive awareness of the importance of fire safety for children in the UK.
The extensive programme will connect with parents and pre-schoolers by communicating the values at the heart of the show through a national radio campaign that will run in late October. Featuring on air advertising from Fireman Sam himself as well as driving the safety messaging during live broadcasts. On-air activity will also be supported with interactive online content and dedicated social media posts to tie in with the radio activity.
Finally, the Hero next door will be celebrated with a range of exciting press activations and heritage partnerships on 17th November 2017, 30 years since the first ever episode of Fireman Sam, ‘The Kite’, was broadcast on the BBC in the UK.
Helen Genia, Licensing Category Manager at Mattel says: “We are really excited to be celebrating Fireman Sam’s 30th anniversary, a show loved by millions of children and parents around the UK. We have some exciting activations that will not only take a fun retrospective look back at Sam’s three magical decades on screen whilst we also cement our commitment to the future of the brand. Our Golden Helmet Awards reinforces how Fireman Sam inspires and teaches children the important lessons in bravery, community and safety as well as the action packed new movie featuring David Tenant we are looking forward to creating an exciting year for Fireman Sam ahead of the highly anticipated anniversary activity later in the year.”