eOne’s PJ Masks Heads to SEA LIFE Aquariums


Entertainment One (eOne) has inked a multi-territory partnership with Merlin Entertainments to bring an interactive PJ Masks experience to SEA LIFE venues internationally.

Merlin will host the new PJ Masks nautical-themed trail across its network of 12 SEA LIFE venues in the U.K., with more to come in France, Spain, Germany, Portugal, Turkey, Belgium, the Netherlands, Finland, Australia/New Zealand and the U.S. Set to launch in February 2020, the trail will emphasize the appeal of discovery and adventure for young children.

Featuring artwork from the underwater canals from the show, the trail will include a branded photo wall, costume character appearances and is scheduled to travel between centers throughout the calendar year. A broad range of PJ Masks products will also be available to purchase in the SEA LIFE gift shops.

eOne’s Rebecca Harvey, executive VP of global brand and marketing for eOne Family & Brands, said “Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touchpoints for our brands. This exciting, interactive adventure will give fans around the world an unforgettable experience that will deepen their connection with PJ Masks and its heroic characters.”

Matthew Williams, senior brand director for Midway at Merlin Entertainments, added: “This is an amazing fit: fun and discovery are at the core of what we do at Merlin Entertainments and that is why PJ Masks is a perfect partner for us. The new trail will bring PJ Masks to life in a way that has never been done before. We are looking forward to bringing that magic to SEA LIFE.”