eOne readies first UK licensing partners for PJ Masks

Entertainment One (eOne) has revealed a line-up of new UK licensing partners for its pre-school animation, PJ Masks.

Spearheaded by Flair’s Just Play division, which will distribute the brand’s master global toy line from February 2017, the toys have been designed for boys aged from four to six years old.

The first range to hit retail will boast plush, action figures, dress-up and vehicles.

The brand’s merchandise offering will then be boosted in AW17 as publisher Hachette has been appointed as master publishing partner.

Elsewhere, eOne has signed a deal with Immediate Media who will develop standalone PJ Masks four-weekly kids’ magazines.

“PJ Masks is quickly establishing a solid and engaged fanbase across the country with viewers being drawn to the show’s heroic characters, action-packed storylines and top-class animation,” said Katie Rollings, head of UK licensing at eOne.

“We’ve had a tremendous response to the property and we’re now delighted to be welcoming a top-tier line up of partners to the PJ Masks UK licensing programme, who we’re confident will give young fans the best possible experience of the brand.”

Other new partners include Redan who will introduce PJ Masks content into its Fun to Learn Favourites and Fun to Learn Friends magazines, while Aykroyd TDP will launch a line of kids’ nightware and underwear.

Simon Hedge, MD of GP Flair, added: “We have an extensive product line-up that we believe will perfectly emulate the action and adventure that is part of every PJ Masks episode.

“On previewing the collection, our retailers were keen to launch as early possible, hence the early spring release of the collection. To support this we are putting together a marketing strategy, targeting both boys and girls, that will ensure awareness of the toy lines at its height from the moment the toys hit the stores.”

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 almost eight 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@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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