eOne unveils first partners signed to PJ Masks UK Licensing Programme

PJ Masks UK Retail Launch Poised for February 2017


Entertainment One (eOne) announced its first raft of UK licensing partners for its hit preschool animated superhero TV show, PJ Masks.

PJ Masks launched on Disney Junior channel in the UK during February 2016 and is already proving to be a hit with both girls and boys aged 3-6 years. The show consistently features in the channel’s top 5 rated series and as a result, Disney Junior has increased PJ Masks airtime to multiple prime-slots daily Monday through to Sunday.

Now, to meet the growing consumer demand in the UK, eOne is currently gearing up to the launch of the market’s PJ Masks licensing programme, targeting boys aged 4-6 years. The roll out will be spearheaded by Flair’s Just Play division, which will distribute the brand’s master global toy line from February 2017. The initial range to hit shelves includes plush, vehicles, action figures and dress-up.

The PJ Masks UK merchandise offering will then be significantly bolstered in AW17 as publishing and apparel merchandise debuts at mass-market UK retail. Leading publisher Hachette has been appointed as master publishing partner for the territory and is on board to produce an extensive line of publishing formats. eOne has also inked a deal with Immediate Media for a standalone official PJ Masks 4-weekly kids’ magazine and additionally Redan is set to introduce PJ Masks content into its popular multi-brand Fun to Learn Favourites and Fun to Learn Friends magazines. Alongside publishing, the first partners signed in the apparel category are Aykroyd TDP, which will see the launch of kids’ nightwear and underwear.

Katie Rollings, Head of UK Licensing at Entertainment One comments “PJ Masks is quickly establishing a solid and engaged fanbase across the country with viewers being drawn to the show’s heroic characters, action-packed storylines and top-class animation.”

“ We’ve had a tremendous response to the property and we’re now delighted to be welcoming a top-tier line up of partners to the PJ Masks UK licensing programme who we’re confident will give young fans the best possible experience of the brand.”

The licensor also released the brand’s first free app, Moonlight Heroes, globally in June 2016 which has notched up over 2 million downloads since its launch, of which 179k have been downloaded in UK. Bolstering the brand’s app offering, eOne will launch the first PJ Masks paid app Super City Run in multiple international territories at the end of November.

The U.S. licensing programme boasts over 40 partners and merchandise began rolling-out in North America this autumn including introductory toys from Just Play, publishing products from Simon & Schuster and apparel from Happy Threads. Merchandise is set to roll out across additional international territories from 2017.

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