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eOne grows global footprint for PJ Masks

New agents, merchandise launches and licensees join burgeoning programme for preschool brand.

eOne is continuing to grow the global reach of new preschool brand PJ Masks, welcoming a raft of new agents, product launches and licensees.

New agent appointments for PJ Masks will see merchandise launch across the Asia Pacific region from June, spearheaded by the Just Play global master toy line.

Medialink is on board to represent the property in mainland China, Hong Kong, Taiwan and South East Asia, while Dianos will manage consumer products in Korea and Bradford Licensing will be responsible for licensing the property in India.

Just Play’s master toy line will also launch throughout Latin America from August via local toy distributors Bandai (Mexico), DTC (Brazil) and Elite (remaining Latin American territories).

Core categories including toys, dress up, publishing, partyware and back to school have been signed for the brand across the region by the eOne’s local office based in Sao Paulo.

Meanwhile, in the UK, a swathe of new partners have signed up to the licensing programme with new ranges set to hit retail from this summer. These include VMC (accessories); Amscan (dress up); MV Sports (wheeled toys); Worlds Apart (homewares); Dreamtex (bedding and bedroom accessories); Spearmark (lighting); Sambro (stationery); and Kinnerton (confectionery).

The show is enjoying strong ratings on Disney Junior, with viewing figures boosted by its broadcast debut on Tiny Pop.

Since launching on the channel in February 2017, PJ Masks has already reached over 1.1 million children on Tiny Pop and is consistently rating as one of the channel’s top three shows.

Finally, over in Australia, a number of new partners will significantly increase brand exposure when products launch at retail in July. These include Parragon (publishing); Hunter Products (CrazArt range and wheeled toys); MJM (games, puzzles and stationery); The Entertainment Store (character appearances); Zak Australia  (tableware); Caprice (apparel); and Amscan (partyware).

Andrew Carley, head of global licensing at eOne, commented: “The response to PJ Masks around the world has been incredible. The TV series is drawing huge audiences and licensees have been quick to identify the commercial potential of the show’s growing fanbase.

“We look forward to harnessing the expertise of our local partners in Asia Pacific and Latin America and expanding our consumer products offering for fans in the UK and Australia.”

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