eOne Expands 'PJ Masks' U.K. Program

Kinnerton, Greencore and Walltastic, among others, are on board to release new products, while Diddi Dance will host a series of a branded charity classes.

EUROPE–Entertainment One has tied up a score of licensing and promotional partners to support its preschool property “PJ Masks” in the U.K.

New partners for the program include HTI for die-cast, novelty and role play toys; Kinnerton for confectionery; Greencore for celebration cakes; VMC for accessories; Walltastic for wall stickers; and Kokomo for health and beauty ranges. The new “PJ Masks”-inspired merchandise will launch in spring 2018.

Furthermore, eOne has partnered with the U.K. preschool dance class Diddi Dance to launch limited edition “PJ Masks Super Dance Party” classes to raise money for the brand’s charity partner, Youth Sports Trust. More than 600 Diddi Dance locations will host the week-long campaign, which takes place Oct. 30 – Nov. 5, and more than 6,000 children are expected to take part.

eOne is also planning to host a “PJ Masks” screening partner in central London for some of the U.K.’s biggest parenting influences. The event will also aim to generate excitement for the new consumer product ranges as well as give bloggers a sneak peek at the series’ second season, which will hit TV screens in 2018.

Earlier this year, eOne teamed up with Oxygen Freejumping, which saw “PJ Masks”-themed “Jump Adventures” activity sessions throughout the summer. The entertainment company also hosted a weekend of “PJ Masks” meet-and-greets at Paulton’s Park theme park in Hampshire, England.

“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.,” says Katie Rollings, head of U.K. licensing, eOne Family. “With strong promotional partnerships generating excitement and awareness on the ground, we look forward to taking the property to new heights in 2018.”