Pedigree Books will now feature free masks inside each of its core 2014 Annuals, including Star Wars and The Smurfs.
Pedigree Books holds licences for global brands such as Star Wars, Barbie, Family Guy and Shoot.
The company has also recently revealed titles for its new brands Smash Hits, Tatty Teddy, Turbo and The Smurfs 2. These new titles will also be included in the face mask initiative.
Described by Pedigree as 'perfect Christmas gifts', each annual includes character profiles, brand information, activities, games, quizzes, colouring and more.
Matthew Reynolds, publishing and sales director at Pedigree, said: "There is a lot of competition for kids' attention these days so we are constantly innovating to keep our annuals fresh and exciting and the face masks are all part of this process.
"They represent a fantastic addition to each annual and something only Pedigree is offering their licensors, retailers and consumers in the annual category.
"This will help ensure we continue to dominate this sector thanks to a combination of exciting content, innovation, widespread retailer distribution and red hot brands."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.