Wednesday, November 14, 2018
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New PJ Masks Activity Campaign in the U.K.


Entertainment One (eOne) is collaborating with the National Day Nurseries Association (NDNA) for a week-long PJ Masks activity-based campaign to help kids create their own “superpowers.”

From November 19 to 23, It’s Time to Be a Hero with PJ Masks will provide nurseries in the U.K. with various assets to encourage children to work together, get active and build resilience and self-esteem. Youngsters will participate in activities to develop such “superpowers” as self-control, movement, friendship, precision, listening and memory.

The campaign will reach the NDNA’s network of 6,500-plus nurseries and early-years care providers with PJ Masks-branded resources that include an activity book, masks, certificates, recipes and games. At the end of the week, there will be a fundraising event for charity partner Youth Sport Trust.

“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,” stated Rebecca Harvey, the executive VP of global brand management for eOne Family & Brands. “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.”

Purnima Tanuku OBE, chief executive of NDNA, added: “Children just love PJ Masks, so we are sure they will enjoy this week of special PJ Masks-themed activities that are carefully crafted to reflect learning goals and build self-esteem. We can’t wait to get started!”

About Joanna Padovano Tong

Joanna Padovano Tong is the managing editor of World Screen. She can be reached at


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