eOne Names ‘PJ Masks’ Master Toy in China

The Alpha Group is on board to produce a line of play sets, vehicles and more for the preschool series.

ASIA–Entertainment One has tapped The Alpha Group, a Chinese toy manufacturer, to serve as the global master toy licensee for the preschool series “PJ Masks” in China.

Under the terms of the agreement, The Alpha Group will design, manufacture and distribute a toy range that includes vehicles, figurines, play sets and role play items, which are expected to debut this summer.

In addition, Beijing Integrity Sunshine Culture Development Co. has been named as the series’ publishing partner, and the Dongguan Yizhi Food Company has signed on for confectionery.

“‘PJ Masks’ has become a hot property around the world since consumer products launched globally last year and China is a key market in our growth strategy,” says Ami Dieckman, senior vice president, international licensing, family and brands, eOne. “We’re fully committed to working with the best partners including one of China’s leading toy manufacturers, Alpha Group, to give ‘PJ Masks’ a strong launch platform in 2018 that will tap into the extraordinary potential of this lucrative market.”

Last month, eOne also appointed The Alpha Group to serve as the master toy partner for its preschool program “Peppa Pig” in China.