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eOne announces Alpha Group as master toy partner for PJ Masks in China

Entertainment One has named Alpha Group as the master toy partner for PJ Masks in China.

The move has been taken to expand the pre-school property’s footprint across Asia for a wider audience reach.

Recently, eOne announced Alpha Group as the master toy partner for its hit global preschool property, Peppa Pig, in China and will introduce an extensive new toy line in 2018 that will continue to fuel the brand’s accelerating growth in the market.

As part of their strategy, Alpha plans to offer multiple price points across the range to give consumers more choice and value for money.

The popular series recently debuted on Chinese VOD platforms Tencent, iQYi and Youku, achieving a combined 70 million views in its first three days.

With this collaboration, Alpha will develop a line of PJ Masks vehicles, figurines, playsets and role play items from summer 2018.

Commenting on the association, Kenny Cao, Alpha Group’s senior vice president said, “Alpha Group is excited to have been appointed as the master toy partner in China for this globally successful property. With our extensive capabilities and leadership position in China we are poised to make PJ Masks a major success.”

Entertainment One is also expanding the reach of the property via the popular Chinese instant messaging service, WeChat with a dedicated PJ Masks WeChat account for fans going live in early April 2018.

eOne’s Ami Dieckman, SVP international licensing, Family and Brands, said, “PJ Masks has become a hot property around the world since consumer products launched globally last year and China is a key market in our growth strategy.”

“We’re fully committed to working with the best partners including one of China’s leading toy manufacturers, Alpha Group, to give PJ Masks a strong launch platform in 2018 that will tap into the extraordinary potential of this lucrative market,” he further added.

Currently, PJ Masks is broadcast ion over 150 territories worldwide and has a global reach of over 450 licensees in multiple territories around the world.

The first line of products is due to launch at retail from Q4 2018.

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