Hasbro, World Taekwondo Federation Strike ‘PJ Masks’ Partnership

Hasbro announced a multi-territory partnership that will see “PJ Masks” join forces with the World Taekwondo Federation.

 The partnership is designed to engage children around the world in taekwondo through an collaborative campaign.  “Get Active with the PJ Masks” will span multiple markets and feature 12 World Taekwondo top athletes. 

It aims to combine the global appeal of the popular animated series with the fun and accessibility of taekwondo to encourage children to take part in the sport. A digital tutorial series and interactive website have been created to help young fans of World Taekwondo and “PJ Masks” get active, have fun and master their own taekwondo inspired superpowers. 

“There couldn’t be a better time to get kids active and excited about sport and movement,” says Rebecca Harvey, executive vice president, global marketing, family & brands, eOne. “Action, heroism and integrity are central to the ‘PJ Masks’ brand and these values are perfectly aligned with the World Taekwondo Federation’s mission to teach taekwondo to kids around the world and channel their youthful energy into skills that will build strength and resilience.” 

Taekwondo athletes from 12 countries have been selected as ‘Get Active’ hero ambassadors who will create 12 “Let’s Get Active” taekwondo movements that children can try and recreate them at home. Athletes include Bianca Walkden (Great Britain), Dae-hoon Lee (Korea), Hatice Kubra Ilgun (Turkey), Jingyu Wu (China), Joel Gonzalez (Spain), Magda Wiet Henin (France), Maria Espinoza (Mexico), Milena Titoneli (Brazil), Panipak Wongpattanakit (Thailand), Pauline Lopez (Philippines), Tahir Guelec (Germany) and Vito Dell’Aquilla (Italy).  

“We are delighted to partner with Hasbro to bring together our shared values and the skills of our world and Olympic stars,” says Dr. Chungwon Choue, president, World Taekwondo. “World Taekwondo is committed to connecting with young people around the world and getting them to practice taekwondo and live healthy lifestyles. Partnering with the most loved and internationally recognized children’s shows in the world is an excellent opportunity to demonstrate how fun and rewarding taekwondo can be. I want to thank each of these World Taekwondo Heroes for bringing smiles to the faces of children and families everywhere.”