PJ Masks Secures New U.K. L&M Partners

Entertainment One (eOne) has revealed new licensees and promotional partnerships for its popular preschool property PJ Masks in the U.K.

The new partners launching PJ Masks products in the U.K. from spring 2018 are HTI with diecast, novelty and role-play toys; Kinnerton with confectionery goods; Greencore with celebration cakes; VMC with accessories; Walltastic with wall stickers; and Kokomo with health and beauty gift collections.

Licensees that are already slated to launch merchandise in the U.K. are Character Options (arts and crafts), VTech (ELA), Sambro (stationery and creative play), Blues (apparel), William Lamb (footwear) Amscan (fashion dress-up and balloons) and IG Designs with a sticker play line. eOne is planning to release the brand’s first DVD, Time to Be a Hero, on October 30, when a new and updated version of the Time to Be a Hero app will also become available.

eOne has also lined up promotional consumer activity to drive fan engagement. This fall, diddi dance will be running “PJ Masks Super Dance Party” classes to raise money for the brand’s charity partner, Youth Sports Trust, from October 30 to November 5. This follows eOne’s recent successful collaboration with Oxygen Freejumping, where special PJ Masks-themed “Jump Adventures” activity sessions were hosted for kids under 5 during the summer at venues in Acton, Croydon, Leeds, Manchester, Southampton and Wigan.

And this month, eOne will host a PJ Masks screening party in central London for some of the U.K.’s biggest parenting influencers. The event will generate excitement for the new consumer-product ranges in the run-up to Christmas and give bloggers an exclusive sneak peek at what’s to come in season two.

Katie Rollings, the head of U.K. licensing at eOne Family, said: “The strength of our initial retail sales has created huge enthusiasm for PJ Masks and these new partners will open additional retail channels for the brand in the U.K. With strong promotional partnerships generating excitement and awareness on the ground, we look forward to taking the property to new heights in 2018.”