eOne names Alpha Group master toy partner for PJ Masks in China

The appointment is the latest move in the studio’s continued efforts to expand the pre-school property’s footprint across Asia and prepares for a wider consumer product roll-out in the region.
Author:
Publish date:
Social count:
10
pj masks.png

Entertainment One has named Alpha Group as the master toy partner for PJ Masks in China.

The appointment is the latest move in the studio’s continued efforts to expand the pre-school property’s footprint across Asia and prepares for a wider consumer product roll-out in the region.

The popular series recently debuted on Chinese VOD platforms Tencent, iQYi and Youku, achieving a combined 70 million views in its first three days.

Alpha Group has recently been appointed as the master toy partner for eOne’s globally successfully animated TV property, Peppa Pig and is now extending the partnership to PJ Masks in China. Alpha will develop a line of PJ Masks vehicles, figurines, playsets and role play items from summer 2018.

Meanwhile, Beijinh Integrity and Sunshine Culture Development Co has been named publishing partner for PJ Masks and Dongguan Yizhi Food Company is on board for confectionery. The first line of products is due to launch at retail from Q4 2018.

Entertainment One is also expanding the reach of the property via the popular Chinese instant messaging service, WeChat with a dedicated PJ Masks WeChat account for fans going live in early April 2018.

eOne’s Ami Dieckman, SVP international licensing, Family and Brands, said: “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.

“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.”

Kenny Cao, Alpha Group’s senior vice president, added: “Alpha Group is excited to have been appointed as the master toy partner in China for this globally successful property.

“With our extensive capabilities and leadership position in China we are poised to make PJ Masks a major success.”

PJ Masks is currently broadcast ion over 150 territories worldwide and has a global reach of over 450 licensees in multiple territories around the world.

Related

Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.