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eOne unveils plans for PJ Masks attraction in Italy

Entertainment One has announced a new agreement with leading Italian theme park, Leolandia to launch a live attraction for their hit pre-school series, PJ Masks. PJ Masks airs on Disney Junior and RAI YoYo in the region.

Development is now underway for a dedicated area at the theme park based just outside Milan which will be dedicated to PJ Masks’ trio of superheroes, Catboy, Owlette and Gekko. The attraction will bring to life the heroes’ headquarters from the hit TV show, which has a second series of 52 new episodes rolling out around the world and a third series currently in development.

This exclusive multi-year agreement will mark the brand’s entrance into the theme park arena when it opens its doors to the public in 2019 and extends the partnership between eOne and Leolandia following their previous successful collaboration on the Il Mondo di Peppa Pig attraction in 2014. 

Innovation and vision are our driving force, so we are very pleased to extend our collaboration with eOne and are making a substantial investment in what we believe will be a very popular attraction for young children," said Giuseppe Ira, president at Leolandia.

"The project will start in the 2018 season and will be developed in the coming years to create a truly unique guest experience. We will offer new attractions, entertainment, shows, restaurant service and visitors will have the opportunity to meet their favourite heroes Catboy, Owlette and Gekko and snap a souvenir photo with them to treasure from this memorable experience.”

“PJ Masks has rapidly soared in popularity to become one of the leading preschool properties in Italy, so a dedicated themed attraction is the obvious next step in the incredible trajectory of this much-loved children’s brand,” said eOne’s Andrew Carley EVP global brands, family & brands. “The significant investment that Leolandia is making underlines our own strategy of building the brand for the long term and we’re delighted to be partnering with them to bring the show to life. The combination of this new attraction and two new series in the pipeline, ensures that we will continue to grow PJ Masks for many years to come.”

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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