Entertainment One to open PJ Masks City theme park attraction in Italy

Entertainment One has secured a multi-year agreement with Leolandia, Italy’s leading theme park destination, that will see the launch of the world’s first PJ Masks City theme park attraction in 2020.

Construction on PJ Masks City is already underway and the inauguration is set to take place next spring. The attraction will be a fully themed area dedicated to eOne’s popular animated series featuring rides, shops, restaurants and more, aiming to create an immersive environment for the brand.

Cutting-edge technology and next-generation special effects will make guests of all ages feel like they have stepped into the world of PJ Masks. Visitors to the attraction can experience iconic locations, interact with their heroes and re-enact adventures complete with vehicles and experiences.

eOne’s Ami Dieckman, SVP international licensing, family and brands, said: “We are fully committed to expanding our live events portfolio with partnerships that enhance the content through tangible experiences. We’re therefore thrilled to be collaborating with Leolandia once again to launch this new attraction in 2020.

“PJ Masks City will cement the brand’s longevity in the region and we look forward to creating everlasting memories for fans of the show.”

Giuseppe Ira, the president at Leolandia, added: “This important project represents the crowning achievement of a long-term partnership between Leolandia and eOne. The aim is to make the guests the real protagonists of a compelling story and offer a unique, immersive experience, designed to leave a mark.

“This announcement comes at the end of an outstanding summer season that was characterised by double-digit growth both in terms of turnover and number of visitors.”

PJ Masks is a leading preschool property in Italy where it airs daily on Disney Junior and RAI Yoyo. These new agreements builds on eOne’s long-standing partnership with Leolandia following a hugely successful programme of PJ Masks meet and greet appearances at the theme park since 2017 where Catboy, Owlette and Gekko have met in excess of 500k fans during live entertainment activities.

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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