Alpha Group signed as China master toy partner for PJ Masks

Published on: 9th April 2018

Entertainment One (eOne) is continuing to expand the footprint of its pre-school properties in Asia.

eOne is gearing up for the launch of PJ Masks consumer products in China. The show recently debuted on Chinese VOD platforms Tencent, iQiYi and Youku, achieving combined 70m views in its first three days.

Alpha Group has recently been appointed as the master toy partner for eOne’s TV property Peppa Pig, and now the company will also design, manufacture and distribute toys for PJ Masks in China. Alpha Group will bring PJ Masks to life through a core range of vehicles, figurines, play sets and role play items from summer 2018.

eOne is also expanding the reach of the property via the Chinese instant messaging service, WeChat. A dedicated PJ Masks WeChat account for fans will go live in early April when the episodes are available to watch.

Ami Dieckman, SVP international licensing, Family & Brands, commented: “PJ Masks has become a hot property around the world since consumer products launched globally last year and China is a key market in our growth strategy. We’re fully committed to working with the best partners including one of China’s leading toy manufacturers, Alpha Group, to give PJ Masks a strong launch platform in 2018 that will tap into the extraordinary potential of this lucrative market.”

Kenny Cao, Alpha Group’s senior vice president, added: “Alpha Group is excited to have been appointed as the master toy partner in China for this globally successful property. With our extensive capabilities and leadership position in China we are poised to make PJ Masks a major success.”


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