‘PJ Masks’ Activates Dubai Fitness Deal

A new partnership will see “PJ Masks” promote health in Dubai.
License Global

November 3, 2020

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Hasbro and its entertainment studio eOne have entered into an agreement that will see “PJ Masks” be part of the Dubai Fitness Challenge from Oct. 30 through Nov.28, aiming to promote a healthier lifestyle to children in the region. The initiative encourages children to be active for 30 minutes per day via exclusive workout videos that will be released throughout the month.


20too Licensing, Hasbro’s local sub-representative in MENA and Eventbox, brokered the deal.

The always-active Catboy, Owlette and Gekko will show children that they, too, can be superheroes by showing off their “Super Gekko Muscles” or “Super Cat Speed” during the #PJMasksHeroChallenge. 

Four “PJ Masks” workout videos for children of all ages will be released, featuring the beloved trio of characters. Each video features “PJ Masks”-themed songs with energetic routines while featuring iconic locations in Dubai.

The first video was released on the Dubai Fitness Challenge

YouTube channel

on Oct. 30, and once a week thereafter

through Nov. 28.

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