Alpha appointed master toy for PJ Masks in China

by TnP Staff
Published: 9 April 2018, 09:48
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EOne expands licensing programme in the territory with partner Alpha Group now on board for both PJ Masks and Peppa Pig

Entertainment One (eOne) continues to expand the footprint of its pre-school properties in Asia as it gears up for the launch of PJ Masks consumer products in China.

Alpha Group has recently been appointed master toy partner for eOne’s globally successful animated TV property Peppa Pig, and now extending the partnership the company will also design, manufacture and distribute toys for PJ Masks in China. Alpha Group will bring PJ Masks to life through a core range of vehicles, figurines, playsets and role-play items from summer 2018.

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

EOne’s Ami Dieckman, SVP International Licensing, Family & Brands added: “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."

The globally popular pre-school show recently debuted on Chinese VOD platforms Tencent, iQiYi and Youku achieving an incredible combined 70 million views in its first three days. Boosting the merchandise offering for fans, Beijing Integrity and Sunshine Culture Development Co., Ltd has been appointed as publishing partner for PJ Masks and Dongguan Yizhi Food Company Limited is on board for confectionary. The first line of products is due to launch at retail from Q4 2018/Q1 2019.

EOne is also expanding the reach of the property via popular Chinese instant messaging service, WeChat. A dedicated PJ Masks WeChat account for fans will go live in early April 2018 when the episodes are available to watch.