eOne names Alpha Group master toy partner for PJ Masks in China

Entertainment One has named Alpha Group as the master toy partner for PJ Masks in China.

The appointment is the latest move in the studio’s continued efforts to expand the pre-school property’s footprint across Asia and prepares for a wider consumer product roll-out in the region.

The popular series recently debuted on Chinese VOD platforms Tencent, iQYi and Youku, achieving a combined 70 million views in its first three days.

Alpha Group has recently been appointed as the master toy partner for eOne’s globally successfully animated TV property, Peppa Pig and is now extending the partnership to PJ Masks in China. Alpha will develop a line of PJ Masks vehicles, figurines, playsets and role play items from summer 2018.

Meanwhile, Beijinh Integrity and Sunshine Culture Development Co has been named publishing partner for PJ Masks and Dongguan Yizhi Food Company is on board for confectionery. The first line of products is due to launch at retail from Q4 2018.

Entertainment One is also expanding the reach of the property via the popular Chinese instant messaging service, WeChat with a dedicated PJ Masks WeChat account for fans going live in early April 2018.

eOne’s Ami Dieckman, SVP international licensing, Family and 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.”

Kenny Cao, Alpha Group’s senior vice president, added: “Alpha Group is excited to have been appointed as the master toy partner in China for this globally successful property.

“With our extensive capabilities and leadership position in China we are poised to make PJ Masks a major success.”

PJ Masks is currently broadcast ion over 150 territories worldwide and has a global reach of over 450 licensees in multiple territories around the world.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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