April 10, 2018

eOne announces partner for PJ Masks in China

Entertainment One (eOne) has announced Alpha Group as the master toy partner for the popular preschool brand PJ Masks in China.Meanwhile, Beijing Integrity and Sunshine Culture Development was named publishing partner for PJ Masks and Dongguan Yizhi Food Company has signed on for confectionary, with the first line ...

By Shipra

Entertainment One (eOne) has announced Alpha Group as the master toy partner for the popular preschool brand PJ Masks in China.

Meanwhile, Beijing Integrity and Sunshine Culture Development was named publishing partner for PJ Masks and Dongguan Yizhi Food Company has signed on for confectionary, with the first line of merchandise slated to hit retail in late 2018/early 2019. The property is also getting a dedicated WeChat account in China that goes live this month.

Alpha Group will design, manufacture and distribute PJ Masks-themed toys in the country. Products, which include vehicles, figurines, playsets and role-play items, will begin rolling out this summer. PJ Masks recently premiered on Chinese VOD platforms Tencent, iQiyi and Youku.

Ami Dieckman, the senior VP of international licensing for eOne Family & Brands, said, “PJ Masks has become a hot property around the world since consumer products launched globally last year and China is a key market in our growth strategy.”

“We’re fully committed to working with the best partners, including one of China’s leading toy manufacturers, Alpha Group, to give PJ Masks a strong launch platform in 2018 that will tap into the extraordinary potential of this lucrative market.”

“Alpha Group is excited to have been appointed as the master toy partner in China for this globally successful property,” added Kenny Cao, Alpha Group’s senior VP. “With our extensive capabilities and leadership position in China, we are poised to make PJ Masks a major success.”

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