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eOne’s PJ Masks makes the move into Butlin’s Resorts

PJ Masks ‘Hero Moves’ sessions will get kids active at Butlin’s throughout 2020.

eOne has unveiled a major new partnership with UK family holiday resort, Butlin’s, which will see PJ Masks take to the stage and get kids moving in specially choreographed Hero Moves sessions from March 2020.

The PJ Masks active movement sessions will be soaring into Butlin’s Bognor Regis, Skegness and Minehead seaside resorts as part of its ‘Just for Tots’ holiday breaks designed for families with preschoolers.

Catboy, Owlette and Gekko are scheduled to make 23 appearances throughout 2020 and will be joined on stage by a Butlin’s host who will teach kids how to move like their favourite superhero trio in interactive guided sessions.

In addition to the performances, the partnership will span multiple consumer touchpoints, including  promotions across digital networks, competition incentives, photo opportunities with costume characters, themed activity booklets in the resort welcome packs, activity sheets in the restaurants, and a selection of PJ Masks merchandise available to purchase on-site to extend retail opportunities for the brand’s licensing partners.

“We’re thrilled that our new partnership will get Butlin’s holidaymakers active and moving like their favourite characters from PJ Masks to underscore the message that being active can also be great fun,” said eOne’s Rebecca Harvey, evp global marketing, Family & Brands. “The energetic live experience promises to give interactive entertainment to young heroes across the UK and is a great example of how partnerships can create unforgettable memories for our fans and commercial opportunities for our partners.”

Jon Hendry-Pickup, Butlin’s md, added: “We’re delighted to add PJ Masks to our already popular Just for Tots breaks. We know that preschoolers love the characters, and families will really enjoy meeting them throughout the year.”

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