First Toy Line for eOne’s PJ Masks

LONDON: Entertainment One (eOne) has appointed Just Play as the global master toy partner for the popular preschool series PJ Masks, marking the brand’s first toy collection.

The line will include action figures, playsets, vehicles, plush, dress-up and role-play items. These products are slated to hit retail in the U.S. in fall 2016, followed by an international rollout next year. PJ Masks first began airing on Disney Channel and Disney Junior in the U.S. in September 2015. The book-based animated show follows three crime-fighting children who magically transform into superheroes when they put on their pajamas and activate their animal amulets. It premiered on France 5 last month and is due to debut on Disney Junior in the U.K., Italy, Spain and Germany early this year.

“We’re delighted to join forces with Just Play to deliver high-quality PJ Masks toys that will bring out the superhero in every child,” said Andrew Carley, the head of global licensing for Entertainment One Licensing. “Toys are the backbone of any successful kids’ licensing program and Just Play has both the expertise and enthusiasm to create a toy line that will fuel the imaginations of young children around the world and build PJ Masks into an enduring children’s brand for generations to come.”

Geoffrey Greenberg, the president of Just Play, added: “We’re incredibly excited to be partnering with eOne on PJ Masks as we feel very passionately that the superhero themes and the characters’ special powers have a global appeal that will translate into an amazing toy line. We look forward to bringing fans everywhere a wide range of toys that will allow them to extend the action-packed adventures of the series well beyond the TV screen.”