Entertainment One (eOne) has secured a new broadcast partner and a raft of licensees for hit preschool superhero show PJ Masks in the UK, where the brand will get its first toy line launch on February 4.
The CG animated series broadcast exposure will get a boost from Sony Pictures Television Networks, which will debut the series on its free-to-air channel Tiny Pop on February 25. PJ Masks currently airs on Disney Junior in the UK, where it premiered in February 2016 and consistently ranks as a top-performing show.
Leading into this year’s toy fair season, eOne has confirmed new partners VTech and LeapFrog (electronic toys for Innotab/DigiGo and LeapPad, Epic and LeapStart), Ravensburger (puzzles & games, July ‘17), Roy Lowe (socks, Oct. ‘17), William Lamb (bags, back-to-school; bags & footwear, Jan. ‘18), Dreamtex (children’s bedding, Oct. ‘17), Zak (lunchware) and Gemma International (party & greetings range).
“PJ Masks is capturing the imaginations of kids and families across the UK and we’re delighted that more children will have the chance to watch the show when it premieres on Tiny Pop,” said Katie Rollings, eOne’s Head of UK Licensing. “The consumer demand for merchandise is building rapidly and with the highly-anticipated toy launch just around the corner, we’re thrilled to be welcoming a range of new partners that will bring the action-packed, heroic adventures of the PJ Masks trio to life for fans of the show.”
The brands consumer products launch in the UK will begin next month with the master global toy line from Flair’s Just Play division, including plush, vehicles, action figures and dress-up. The program will expand to multiple categories starting in July, with offerings from previously signed partners Hachette (master publisher, UK), Immediate Media (4-weekly kids’ magazine), Redan (content in Fun to Learn Favourites and Fun to Learn Friends) and Aykroyds & TDP (kids’ nightwear & underwear).
The toy launch is being supported by a comprehensive marketing and PR strategy from eOne and Just Play, spanning costume character retail tour (Feb.-April), consumer media, national competitions, social and digital, and activity sheets distributed at retail and travel franchises including Fayre & Square restaurants. Disney Junior will also run on-air giveaways and promos.
PJ Masks’ global digital strategy comprises a dedicated website, Facebook, Twitter and YouTube channels. The first free app, Moonlight Heroes, was released globally last June, generating 5 million downloads (over 200k in the UK). The first paid app, Super City Run, launched in multiple territories in December and has racked up 30k downloads.