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eOne dives into Sea Life deal with PJ Masks

Interactive trail will bring preschool hit to centres in international markets in 2020.

Entertainment One has secured a new multi-territory partnership with Merlin Entertainments which will see PJ Masks making waves in Sea Life aquariums internationally.

Launching from February 2020, Merlin will host a new PJ Masks-branded nautical-themed trail across its network of 12 Sea Life venues in the UK, with more in France, Spain, Germany, Portugal, Turkey, Belgium, Netherlands, Finland, Australia/New Zealand and the US.

Featuring artwork from the underwater canals from the show, the trail will include a branded photo wall, costume character appearances and is scheduled to travel between centres throughout the calendar year.

To maximise commercial opportunities for the brand’s licensing partners, a broad range of PJ Masks products will be available to purchase in the Sea Life Centre gift shops.

The partnership will extend eOne’s strong relationship with Merlin following the major success of its global Peppa Pig World of Play indoor attractions which launched in 2018 and continues to roll out internationally.

“Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touchpoints for our brands,” said eOne’s Rebecca Harvey, evp global brand and marketing, Family & Brands. “This exciting, interactive adventure will give fans around the world an unforgettable experience that will deepen their connection with PJ Masks and its heroic characters.”

Matthew Williams, senior brand director midway, Merlin Entertainments, added: “This is an amazing fit: fun and discovery are at the core of what we do at Merlin Entertainments and that is why PJ Masks is a perfect partner for us. The new trail will bring PJ Masks to life in a way that has never been done before. We are looking forward to bringing that magic to Sea Life.”

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