Industry News


6 Dec - 2019

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Interactive PJ Masks Trail to bring the hit preschool superheroes to SEA LIFE centres in international markets in 2020

Entertainment One (eOne) is proud to announce a new multi-territory partnership with Merlin Entertainments (Merlin) that will see PJ Masks making waves in SEA LIFE aquariums internationally. Set to launch from February 2020, this exciting new partnership will expand the universal appeal of eOne’s hit preschool superhero property and enhance its offering of experience-led events to give fans an unforgettable day out.

World-class visitor attraction operator, 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. The trail will resonate with PJ Masks’ core brand values to emphasise the appeal of discovery and adventure for younger children.

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 PigWorld of Play indoor attractions which launched in 2018 and continues to roll out internationally.

eOne’s Rebecca Harvey, EVP Global Brand & Marketing, Family & Brands, said “Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touchpoints for our 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.

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.” said Matthew Williams, Senior Brand Director Midway, Merlin Entertainments.

PJ Masks has firmly cemented its position as a leading global preschool property with a licensing programme that now boasts more than 700 partners across 85 markets worldwide.  eOne has developed a robust digital strategy driving fan engagement and a fresh pipeline of new content, including an eagerly awaited 4-part 44-minute special, which will kick-off series 4 in 2020. New episodes will feature underwater adventures, further strengthening the thematic tie between SEA LIFE and PJ Masks.

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