‘PJ Masks’ Merch Soars into Italy

Entertainment One has tapped a host of Italian licensees to launch officially licensed merchandise based on its animated preschool series “PJ Masks.”

April 6, 2018

‘PJ Masks’ Merch Soars into Italy

Categories including toys and publishing will launch at retail in mid-2017.


In addition to new partners, eOne has also appointed ETS Italy to manage the brand’s consumer products program in the region.

First, Italian publisher La Coccinella is on board to publish a line of various book formats in spring 2017. Gedis has also signed on for sticker albums.

Meanwhile, Giochi Preziosi will distribute Just Play’s master toy line, which includes action figures, play sets, vehicles, plush, dress-up and role-play items, in mid-2017.

Categories including apparel, games, back-to-school and stationery are currently in negotiation and will be announced in the coming months.

“There has been a tremendous response to ‘PJ Masks’ across Europe and we’re pleased to welcome the brand’s first partners in Italy,” says Ami Dieckman, head, international licensing, eOne. “With the retail expertise of ETS Italy and the strong foundation that these

licensees will give the brand in the market, ‘PJ Masks’ is certainly off to a strong start and 2017 looks set to be an exciting year for the brand.”

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