LICENSING NEWS

eOne partners with National Day Nurseries Association

Published on: 7th November 2018

Week-long PJ Masks campaign aims to promote learning goals, self-esteem and movement in nurseries across the UK this autumn.

Entertainment One (eOne) is teaming up with the National Day Nurseries Association (NDNA) to create a week-long PJ Masks activity-based campaign to encourage children to create their own superhero powers. Entitled ‘It’s Time to be a Hero with PJ Masks’, the campaign, which runs from 19th-23rd November, aims to provide nurseries in the UK with a toolkit of fun and inspiring assets to support young children in working together, getting active and developing their own superpowers such as resilience and self-esteem.

Each day children will participate in activities to build a wide range of ‘superpowers’ ranging from self-control, movement, friendships, precision, listening, and memory. These include a training mission to the moon, fitness training, obstacle course, buying items from a shopping list to make a superfood smoothie, caring for animals and playing a memory game.

The campaign will reach the NDNA’s network of over 6,500 nurseries and early years care providers with PJ Masks branded resources including a 14 page activity book, masks, certificates, activity sheets, recipes and games. The campaign will culminate at the end of the week with a fundraising event to raise money for the brand’s charitable partner, children’s charity the Youth Sport Trust. eOne and NDNA will drive awareness through their respective social channels, websites, newsletters and print media with competitions hosted during the week for participants to win PJ Masks goodies.

eOne’s Rebecca Harvey, EVP global brand management, Family & Brands, commented: “The newly formed partnership with NDNA represents the kind of grass roots marketing that is central to eOne’s long term strategy of providing rich brand experiences to connect with our fans. We’ve worked together to produce a wide variety of fun PJ Masks activities that support development and promote the core values of the show while also raising valuable funds for our charity partner, the Youth Sport Trust.”

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