eOne’s PJ Masks Expands Presence in Italy

LONDON: Entertainment One’s (eOne) animated preschool series PJ Masks is set to premiere on free-to-air broadcaster Rai YoYo in Italy this month.

PJ Masks, which debuted earlier this year on Disney Junior in Italy, will begin airing four times a day on Rai YoYo as of tomorrow. Meanwhile, ETS Italy has been appointed to manage the brand’s consumer products program in the region, with toys, games, apparel and publishing merchandise rolling out at retail in mid-2017.

Giochi Preziosi will distribute Just Play’s master toy line that includes PJ Masks-themed action figures, play sets, vehicles, plush, dress-up and role-play items from mid-2017. Before the toy launch, La Coccinella will publish a collection of book formats from spring 2017. Gedis is on board for sticker albums. The apparel, games, back-to-school and stationery categories are currently in negotiation and will be announced in the near future.

Ami Dieckman, eOne’s head of international licensing, stated: “There has been a tremendous response to PJ Masks across Europe and we’re pleased to welcome the brand’s first partners in Italy. With the retail expertise of ETS Italy, the boost in viewership that Rai YoYo will bring and the strong foundation that these licensees will give the brand in the market, PJ Masks is certainly off to a strong start and 2017 looks set to be an exciting year for the brand!”