Mattel to Use San Diego Fire-Rescue Logo


Firefighting certainly isn't child's play, but San Diego's Fire-Rescue Department hopes to stoke the imaginations of young and old through a new licensing agreement with Mattel.

The City Council approved the move Tuesday. As part of the deal, Mattel will manufacture and brand fire and rescue vehicles with San Diego's logo. The toy line would also include the department's aerial firefighter Copter 1 and the next aerial firefighting tool, Copter 2.

"Mattel said that they had heard great things about San Diego Fire-Rescue -- from the recent fires and the fires back in 2003 -- and with a new line of toys in 2008 they wanted to feature San Diego Fire-Rescue. It's pretty flattering," said Maurice Luque, department spokesman.

Other than the city's fire-rescue logo appearing on the toy replicas, no monies will exchange hands. This deal is purely for the bragging rights, according to Luque.

"There are so many big city fire departments and police departments who are wiling to do this for free just for the bragging rights, just for the recognition, just for the prestige -- that Mattel doesn't have to share the profit. We want that recognition. We think San Diego deserves it and here's a way to get it," he told NBC 7/39.

Mattel first approached the Fire-Rescue department about the deal in January. Previous collaborations have only involved cities and their police departments. This is the first time the company is launching a line of toys featuring fire departments.

The terms of the agreement are for three years, with two optional one-year periods.

The little vehicles sell worldwide -- not only to toy buyers, but collectors who go online for them. Fire-Rescue said the exposure could help with recruiting efforts out into the distant future.

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