eOne announces new partners for PJ Masks in the UK

Published on: 20th January 2017

New broadcast and licensing partners have been added to the line-up.

PJ-Masks-480The company has announced a new broadcast partner and a raft of new licensees signed for its hit pre-school superhero TV property PJ Masks, as it prepares to debut the brand’s first toy line in the UK from 4th February 2017.

Broadcast exposure for PJ Masks will be boosted in the UK when the series launches on Sony Pictures Television Networks’ free to air channel Tiny Pop from 25th February 2017. The show currently airs on Disney Junior in the UK where it debuted in February 2016 and consistently ranks as one of the channel’s top performing shows.

Leading into the 2017 toy fair period, eOne is also delighted to confirm that VTech and LeapFrog are on board for a range of electronic toys covering the VTech platforms Innotab/DigiGo and Leapfrog platforms LeapPad, Epic and LeapStart. Ravensburger will produce a range of puzzles and games that will launch in July 2017. In addition, Dreamtex will introduce children’s bedding from October 2017, Zak is signed for lunchware products and Gemma International will produce a PJ Masks party and greetings range.

Katie Rollings, head of UK licensing at Entertainment One, said: “PJ Masks is capturing the imaginations of kids and families across the UK and we’re delighted that more children will have the chance to watch the show when it premieres on Tiny Pop. The consumer demand for merchandise is building rapidly and with the highly-anticipated toy launch just around the corner, we’re thrilled to be welcoming a range of new partners that will bring the action-packed, heroic adventures of the PJ Masks trio to life for fans of the show.”

Toys are spearheading the launch of PJ Masks consumer products in the UK and will debut at retail from 4th February 2017. The master global toy line will be distributed in the UK by Flair’s Just Play division and the initial products hitting shelves next month include plush, vehicles, action figures and dress-up.

To generate excitement around the toy launch, eOne and Flair’s Just Play will execute a comprehensive marketing and PR strategy spanning a costume character retail tour throughout February and April 2017, consumer media advertising, national competitions, social media and digital support, in addition to activity sheet distribution across retail and travel franchises including Fayre & Square restaurants. Broadcast partner Disney Junior will also support with on-air giveaways and promotions.


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