Licensing News

eOne expands PJ Masks UK footprint

Published on: October 3rd, 2017

New licensees signed in the UK including HTI, Kokomo, and Walltastic for spring 2018 launch.

Entertainment One (eOne) has unveiled the new licensees and promotional partnerships that will fuel growth and brand awareness for its pre-school superhero property PJ Masks in the UK.

The licensor will expand the footprint of PJ Masks in the UK when it welcomes five new partners to the UK consumer products programme, taking the total number of licensees to 34. New partners launching products from spring 2018 include HTI for diecast, novelty and role-play toys, Kinnerton for confectionery, Greencore for celebration cakes, VMC for accessories, and Walltastic for wall stickers, whilst Kokomo will mark the brand’s entrance into health and beauty aisles with all year round and gifting ranges.

These new partners will follow a swathe of licensees currently preparing to roll out new product ranges across the UK. Partners poised to launch at UK retail include Character Options (arts and crafts), VTech (ELA), Sambro (stationery and creative play), Amscan (fashion dress-up and balloons) and IG Designs to launch a sticker play range. Alongside these product launches, eOne is gearing up for the brand’s first DVD release, Time to be a Hero, on 30th October, when a new and updated release of the PJ Masks: Time To Be A Hero app is also scheduled to launch.

Anchoring the rollout of multiple product launches in the UK, eOne has a calendar of promotional consumer activity to drive fan engagement. This autumn one of the UK’s most popular preschool dance classes, diddi dance, will be running PJ Masks Super Dance Party classes to raise money for the brand’s charity partner, Youth Sports Trust. From October 30th – November 5th 2017 more than 600 diddi dance classes nationwide will participate in week-long PJ Masks Super Dance Party classes. More than 6,000 dancers under 5 will take part and will also receive a PJ Masks fundraising activity pack.

Katie Rollings Head of UK Licensing at eOne Family said, “The strength of our initial retail sales has created huge enthusiasm for PJ Masks and these new partners will open additional retail channels for the brand in the UK. With strong promotional partnerships generating excitement and awareness on the ground, we look forward to taking the property to new heights in 2018.”

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