Entertainment One has formed a partnership with the Youth Sport Trust that will see its popular animated TV property PJ Masks become a brand ambassador for the charity’s work with young children in the UK. eOne and YST will collaborated on a branded initiative to introduce an “Early Years” day to the annual National School Sport Week, which will roll out to over 9,000 schools and early learning centers nationwide from June 26-30.
The “Power of 3” initiative (named to reflect the trio of heroes starring in PJ Masks) aims to encourage young people to be more active and take part in regular physical activity and school sports. Young children between the ages of 2-5 in primary and pre-school settings will be specifically targeted and encouraged to engage in the 30 minutes of activity per day recommended by the UK Chief Medical Officers in 2016.
During National School Sport Week, participating schools and children’s facilities will get free access to the PJ Masks Power of 3 activity pack, full of physical feats inspired by the strengths of the show’s heroes Catboy, Owlette and Gekko. Registration opens March 27, with free Power of 3 packs going to the first 500 schools to sign up.
“The partnership with Youth Sport Trust is a great fit for PJ Masks as kids love replicating the athletic abilities of Catboy, Owlette and Gekko in the show,” said Rebecca Harvey, Head of Global Marketing at eOne Family. We’re pleased that this appeal can be channelled to positive effect during National School Sport Week and we look forward to working together to make Power of 3 an inspiration for young children throughout the UK.”
PJ Masks airs daily in the UK on Disney Junior and Tiny Pop, and recently launched its first toy and dress up line from Flair’s Just Play. The brand’s national licensing program already boasts 30 partners across key categories, with new products launching in July.