‘PJ Masks’ Dives into Sea Life Aquariums

Entertainment One has announced a multi-territory partnership with Merlin Entertainments that will see “PJ Masks” making waves in Sea Life aquariums internationally. Set to launch in February 2020, the partnership will expand the universal appeal of eOne’s hit preschool superhero property and enhance its offering of experience-led events.

Merlin will host a new “PJ Masks”-branded nautical-themed trail across its network of 12 Sea Life venues in the U.K. with more in the U.S., France, Spain, Germany, Portugal, Turkey, Belgium, Netherlands, Finland, Australia and New Zealand.

“Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touchpoints for our brands,” says Rebecca Harvey, external vice president global brand and marketing, family and brands, eOne. “This exciting, interactive adventure will give fans around the world an unforgettable experience that will deepen their connection with ‘PJ Masks’ and its heroic characters.”

Featuring artwork from the underwater canals from the show, the trail will include a branded photo wall, costume character appearances and will travel between centers throughout the calendar year. To maximize commercial opportunities for the brand’s licensing partners, a broad range of “PJ Masks” products will be available in Sea Life center gift shops.

“This is an amazing fit: fun and discovery are at the core of what we do at Merlin Entertainments, and that is why ‘PJ Masks’ is a perfect partner for us,” says Matthew Williams, senior brand director midway, Merlin Entertainments. “The new trail will bring ‘PJ Masks’ to life in a way that has never been done before. We are looking forward to bringing that magic to Sea Life.”