eOne Names 'PJ Masks' Master Toy

Entertainment One has appointed Just Play as the global master toy partner for its new TV series "PJ Masks," based on the French picture book series Les Pyjamasques.

April 6, 2018

eOne Names 'PJ Masks' Master Toy

Just Play plans full line of playthings for new superhero-themed TV series.

Entertainment One has appointed Just Play as the global master toy partner for its new TV series "PJ Masks," based on the French picture book series

Les Pyjamasques

.

"PJ Masks" launched on Disney Channel and Disney Junior in the U.S. in September, on France 5 in December and will roll out on Disney Junior channels around the world in 2016 including the U.K., Italy, Spain and Germany in Q1.

“We’re delighted to join forces with Just Play to deliver high-quality 'PJ Masks' toys that will bring out the superhero in every child,” says Andrew Carley, head of global licensing, eOne Licensing. “Toys are the backbone of any successful kids' licensing program, and Just Play has both the expertise and enthusiasm to create a toy line that will fuel the imaginations of young children around the world and build 'PJ Masks' into an enduring children’s brand for generations to come.”

A debut range of PJ Masks toys and playthings from Just Play, based on the superhero-themed show, will launch at retail from

fall 2016 and then roll out to international territories in 2017. The line will include action figures, play sets, vehicles, plush, dress-up and role play.

eOne plans to build consumer engagement for "PJ Masks" through a raft of marketing activity including a new "PJ Masks" website, a free app and music videos set to launch in early 2016.  

“We’re incredibly excited to be partnering with eOne on 'PJ Masks' as we feel very passionately that the superhero themes and the characters’ special powers have a global appeal that will translate into an amazing toy line," says Geoffrey Greenberg, president, Just Play. "We look forward to bringing fans everywhere a wide range of toys that will allow them to extend the action-packed adventures of the series well beyond the TV screen.” 

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