Amazon and a Mattel Unit Plan a ‘Content Hub’ Focusing on Children

"Fireman Sam," a cartoon aimed at preschoolers, has long been a hit overseas. Now Mattel and Amazon.com are teaming up to sell the yellow-hatted hero to American children — a potentially controversial experiment that, if successful, could create a new model for marrying television shows with related merchandise. Amazon and Hit Entertainment, a division of Mattel, are creating an Amazon.com "content hub" that will, side by side, offer episodes of "Fireman Sam" and the opportunity to buy related toys, books, games, costumes, lunchboxes, T-shirts, hoses, hats, bags, footwear and bikes.