Amazon, Hit pair up in US

Amazon and Hit Entertainment have paired up to stream the latter’s preschool toon Fireman Sam alongside related books, toys, clothing and other merchandise.

The initiative will see Amazon bring its video streaming business together with its significant retail operation for the first time, a Hit spokeswoman confirmed to C21.

The strategy, which could land Amazon in hot water for targeting products at children, is likely to be rolled out to incorporate other series available via Amazon’s subscription VoD service.

In all, 13 episodes of Fireman Sam will be made available exclusively via a ‘content hub’ on Amazon’s website from tomorrow, alongside the option to order related merchandise and have it delivered.

Amazon aims to make around 75 episodes of the toon, which is produced and distributed by Mattel-owned Hit Entertainment, available by the end of the year, according to the New York Times.

Last year Amazon signed a significant multi-year licensing agreement with Viacom to bring a selection of shows previously available on Netflix to its VoD service.

The deal meant Amazon Prime Instant Video could host content from Nickelodeon and Nick Jr, including shows such as SpongeBob SquarePants, Dora the Explorer, Blue’s Clues and The Backyardigans.