New Broadcast, Licensing Partners On Board eOne’s PJ Masks

LONDON: Entertainment One (eOne) has secured an additional broadcast partner and several new licensees for the animated preschool series PJ Masks in the U.K.

Sony Pictures Television Networks’ free-to-air channel Tiny Pop will begin airing PJ Masks on February 25. In addition, eOne signed VTech and LeapFrog for a range of electronic toys covering the VTech platforms Innotab and DigiGo, and Leapfrog’s LeapPad, Epic and LeapStart. Ravensburger will produce puzzles and games that are set to launch in July.

Roy Lowe, meanwhile, will launch PJ Masks socks in October, and William Lamb will introduce a limited range of bags for back-to-school later this year with an expanded line of bags and footwear to follow in January 2018. Dreamtex is introducing kids’ bedding starting in October, while Zak has come on board for lunchware products and Gemma International will produce a PJ Masks party and greetings range.

Katie Rollings, the head of U.K. licensing at Entertainment One, said, “PJ Masks is capturing the imaginations of kids and families across the U.K. and we’re delighted that more children will have the chance to watch the show when it premieres on Tiny Pop. The consumer demand for merchandise is building rapidly and with the highly-anticipated toy launch just around the corner, we’re thrilled to be welcoming a range of new partners that will bring the action-packed, heroic adventures of the PJ Masks trio to life for fans of the show.”

Toys are spearheading the launch of PJ Masks consumer products in the U.K. and will debut at retail beginning February 4. The master global toy line will be distributed in the U.K. by Flair’s Just Play division. The initial products hitting shelves next month include plush, vehicles, action figures and dress-up items. eOne and Flair’s Just Play will carry out a marketing and PR strategy covering a costume character retail tour throughout February and April, consumer media advertising, national competitions, social media and digital support, in addition to activity sheet distribution across retail and travel franchises, including Fayre & Square restaurants.

The new partners join a growing roster of U.K. licensees, including Hachette as the U.K.’s master publishing partner, Immediate Media, Redan and Aykroyds & TDP for kids’ nightwear and underwear.

The series currently airs in the U.K. on Disney Junior.