LICENSING NEWS

eOne appoints Just Play as global master toy partner for PJ Masks

Published on: 4th January 2016

Just Play will produce a line of toys including action figures, playsets, vehicles, plush, dress-up and role-play from the animated pre-school series.

eOne-480Toys will debut in the US from autumn 2016 followed by an international roll-out in 2017.

PJ Masks launched on Disney Channel and Disney Junior in the US in September 2015. The new CGI animated series quickly became one of the channel’s top rated shows and is rapidly establishing a fan base in the US.

“We’re delighted to join forces with Just Play to deliver high-quality PJ Masks toys that will bring out the superhero in every child,” said Andrew Carley, head of global licensing at eOne Licensing. “Toys are the backbone of any successful kids licensing programme and Just Play has both the expertise and enthusiasm to create a toy line that will fuel the imaginations of young children around the world and build PJ Masks into an enduring children’s brand for generations to come.”

“We’re incredibly excited to be partnering with eOne on PJ Masks as we feel very passionately that the super hero themes and the characters’ special powers have a global appeal that will translate into an amazing toy line. We look forward to bringing fans everywhere a wide range of toys that will allow them to extend the action-packed adventures of the series well beyond the TV screen,” said Geoffrey Greenberg, president of Just Play.

eOne will build consumer engagement for PJ Masks through a raft of marketing activity including a new PJ Masks website, a free app and music videos set to launch in early 2016.

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