PJ Masks Named Brand Ambassador for U.K. Sports Charity

LONDON: Entertainment One (eOne) has teamed up with Youth Sport Trust (YST) in a deal that sees the superhero property PJ Masks become a brand ambassador for YST’s work with young kids in the U.K.

eOne is partnering with YST on a PJ Masks-themed campaign that will introduce an Early Years day to the charity’s annual National School Sport Week, which will roll out to more than 9,000 schools and early learning venues across the U.K. from June 26 to 30. The initiative, called Power of 3, is meant to encourage little ones between the ages of 2 and 5 to participate in 30 minutes of physical activity each day, as suggested by U.K. medical experts.

Registration will become available on the YST website on March 27. The first 500 venues to register will receive a free Power of 3 activation pack for their school or preschool nursery.

Rebecca Harvey, the head of global marketing at eOne Family, commented: “The partnership with Youth Sport Trust is a great fit for PJ Masks as kids love replicating the athletic abilities of Catboy, Owlette and Gekko in the show. We’re pleased that this appeal can be channeled to positive effect during National School Sport Week and we look forward to working together to make Power of 3 an inspiration for young children throughout the U.K.”

Sue Campbell, chair of the Youth Sport Trust, added: “We are delighted to work in partnership with Entertainment One and PJ Masks, given the great synergy between our missions and shared perception of the value of physical activity and imaginative play; and we look forward to together encouraging more young people to get active.”