eOne Secures First U.K. Licensees for PJ Masks


LONDON: Entertainment One (eOne) has signed the first U.K. partners for its PJ Masks licensing program.

The rollout of the U.K. merchandise program will kick off with products from Flair’s Just Play division, which will distribute the brand’s master global toy line, starting in February 2017. The initial range will include plush, vehicles, action figures and dress-up items.

The offering of PJ Masks U.K. merchandise will grow in fall and winter of next year as publishing and apparel items debut at mass market retail. Hachette has been appointed as the master publishing partner for the territory and is on board to produce a line of publishing formats. eOne has also inked a deal with Immediate Media for a stand-alone official PJ Masks four-weekly kids’ magazine. Redan will introduce PJ Masks content into its multi-brand Fun to Learn Favourites and Fun to Learn Friends magazines. The first U.K. apparel partner is Aykroyd TDP, which will launch kids’ nightwear and underwear. eOne’s PJ Masks licensing program in the U.K. will be aimed at boys aged 4 to 6.

Katie Rollings, the head of U.K. licensing at Entertainment One, commented, “PJ Masks is quickly establishing a solid and engaged fan base across the country with viewers being drawn to the show’s heroic characters, action-packed story lines and top-class animation. We’ve had a tremendous response to the property and we’re now delighted to be welcoming a top-tier lineup of partners to the PJ Masks U.K. licensing program who we’re confident will give young fans the best possible experience of the brand.”

Simon Hedge, the managing director of GP Flair, said, “We have an extensive product lineup that we believe will perfectly emulate the action and adventure that is part of every PJ Masks episode. On previewing the collection, our retailers were keen to launch as early [as] possible, hence the early spring release of the collection. To support this we are putting together a marketing strategy, targeting both boys and girls, that will ensure awareness of the toy lines at its height from the moment the toys hit the stores.”

The animated preschool series about three pajama-clad superheroes launched on the 24-hour Disney Junior channel in the U.K. in February. The show consistently ranks in the channel’s top five rated series. The U.S. licensing program counts more than 40 partners. Merchandise began rolling out in North America this fall, including introductory toys from Just Play, publishing products from Simon & Schuster and apparel from Happy Threads. Merchandise is set to roll out across additional international territories starting next year.