LICENSING NEWS

Entertainment One announces partnership with Merlin Entertainments

Published on: 5th December 2019

The new partnership will bring a PJ Masks Trail to Sea Life Aquariums worldwide.

Entertainment One (eOne) has announced a new multi-territory partnership with Merlin Entertainments that will see PJ Masks in Sea Life aquariums internationally. Set to launch from February 2020, this new partnership will expand the universal appeal of eOne’s pre-school superhero property and enhance its offering of experience-led events.

Merlin will host a new PJ Masks branded nautical-themed trail across its network of 12 Sea Life venues in the UK, with more in France, Spain, Germany, Portugal, Turkey, Belgium, Netherlands, Finland, Australia, New Zealand and the US. The trail will resonate with PJ Masks’ core brand values to emphasise the appeal of discovery and adventure for younger children.

Featuring artwork from the underwater canals from the show, the trail will include a branded photo wall, costume character appearances, and is scheduled to travel between centres throughout the calendar year. To maximise commercial opportunities for the brand’s licensing partners, a broad range of PJ Masks products will be available to purchase in the Sea Life Centre gift shops.

The partnership will extend eOne’s strong relationship with Merlin following the major success of its global Peppa Pig World of Play indoor attractions which launched in 2018.

eOne’s Rebecca Harvey, EVP Global Brand & Marketing, Family & Brands, said: “Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touch points for our brands. This exciting, interactive adventure will give fans around the world an unforgettable experience that will deepen their connection with PJ Masks and its heroic characters.”

Matthew Williams, senior brand director Midway, Merlin Entertainments, added: “This is an amazing fit: fun and discovery are at the core of what we do at Merlin Entertainments and that is why PJ Masks is a perfect partner for us. The new trail will bring PJ Masks to life in a way that has never been done before. We are looking forward to bringing that magic to Sea Life.”

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