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eOne partners with Youth Sport Trust

Entertainment One has announced a new partnership with UK charity, Youth Sports Trust that will see its popular animated TV property, PJ Masks, become a brand ambassador for YST’s work with young children in the UK. 

eOne will collaborate with YST on a PJ Masks branded initiative that will introduce an Early Years day to the charity’s popular annual National School Sport Week which will be rolled out to over 9000 schools and early learning venues across the UK from June 26th – 30th 2017. 

The initiative, entitled Power of 3 to reflect the trio of PJ Masks heroes, aims to encourage young people to be more active and take part in regular physical activity and school sport. Power of 3 will specifically target young children aged 2-5, in primary schools, and pre-school settings, who will be encouraged to take part in 30 minutes of daily activity, as recommended by the UK Chief Medical Officers in 2016. 

During National School Sport Week in June, every primary school or nursery setting that registers will get free access to the PJ Masks Power of 3 activity pack full of branded activities inspired by the strengths of the three main characters: Catboy, Owlette and Gekko, a superhero trio of friends who embark on action-packed adventures using their superpowers of agility, strength and flight. 

“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," commented 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.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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