The agency has been appointed by HIT Entertainment, which is home to brands such as Bob the Builder, Thomas & Friends and Angelina Ballerina.
Way To Blue will develop campaigns to drive parents and children to new digital and social platforms, offline events and retail partnerships across France, Italy, Spain and Germany.
The Fireman Sam television series has been running for more than 25 years and is currently broadcast in the UK, France, Germany, Italy, Benelux, Israel and Poland.
Adam Rubins, CEO of Way To Blue, said: "We are thrilled to be working with HIT Entertainment on this campaign to help build on the success of such an iconic brand during a key year. We look forward to re-familiarising old fans with Fireman Sam and introducing him to new ones on a global level."
Kate Schlomann, VP global brand at HIT Entertainment, added: "It’s been an exciting year for the Fireman Sam brand; announcing Simba-Dickie as our new European master toy partner, unveiling a new contemporary logo, celebrating series nine hitting screens in the UK and announcing an exclusive partnership with Amazon in the US. We look forward to working with Way To Blue in EMEA and seeing some really great ideas come to fruition."
Way To Blue’s clients include 20th Century Fox, Sony, Disney, StudioCanal and Universal.
