eOne Grows ‘PJ Masks’ U.K. Footprint

Just Play, Hachette, Redan and more on board to expand the kids’ series in the U.K.

Entertainment One has signed a raft of U.K. licensees for merchandise based on its animated preschool series “PJ Masks.”

Spearheading the licensing program is Flair’s Just Play division, which will distribute a master global toy line, including plush, vehicles, action figures and dress-up toys, this February.

Other partners for the brand include U.K. master publishing partner Hachette for an extensive line of book formats; Immediate Media for a standalone, four-weekly kids’ magazine; Redan for “PJ Masks” content in its Fun to Learn Favourites and Fun to Learn Friends magazines; and Aykroyd TDP for kids’ nightwear and underwear.

“‘PJ Masks’ is quickly establishing a solid and engaged fan base across the country with viewers being drawn to the show’s heroic characters, action-packed storylines and top-class animation,” says Katie Rollings, head, U.K. licensing, eOne. “We’ve had a tremendous response to the property and we’re now delighted to be welcoming a top-tier lineup of partners to the ‘PJ Masks’ U.K. licensing program, which we’re confident will give young fans the best possible experience of the brand.”

The new “PJ Masks” merchandise is set to roll out in the U.K. in fall/winter 2017, following the launch of the toy line in February 2017.

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