Brand Profile
eOne
PJ Masks reaches for the moon Toy World spoke to Andrew Carley, EVP Global Licensing at eOne Family & Brands, about the success of the popular pre-school animation PJ Masks, what fans can expect from Series 2, and how the global merchandise rollout will continue for 2018. Has the initial success of PJ Masks been replicated across the globe? Yes. We’ve had a tremendous response to the launch of PJ Masks merchandise in all territories and we hear anecdotal evidence from all over the world that PJ Masks was the breakout pre-school property of 2017. It ended the year as one of the top pre-school licences in the US, UK, Australia, Brazil, Italy, Germany and France, and this year we’re looking forward to toys launching in China via our master toy partner, Alpha Group. The wide geographical success comes down to a number of factors, in addition to the popularity of the show: meticulous planning; a very strong merchandise debut; a superb line of products, led by Just Play’s master toy line, and high consumer demand. PJ Masks’ first licensed merchandise range has already won numerous awards including an Australian Toy & Hobby Retailer Award and a UK Licensing Award for Best Licensed Toy Range.
How many licensees are now on board, and which new licensees have joined the portfolio this year? There are now over 600 licensees signed to the global licensing programme, and over 40 in the UK. We continue to welcome new partners to the licensing programme; we’re also proud to say that existing licensees have been so buoyed by the success of the first product launches
that they are expanding their ranges and developing new products to meet demand. We have just signed Colgate in the US and will be announcing more FMCG partners to increase the brand’s presence in the grocery
is the wide-ranging differentiation in marketing and promotions we achieve at retail, particularly with the toy lines. In 2017 retailers were each able to offer something different for their young fans, from meet and greets to a trolley dash
know the three heroes in more detail. But the new series also expands the PJ Masks universe with new locations, including the moon, which is key to our heroes’ transformation and powers, new vehicles and great new characters. Series 3 has also been greenlit, securing a pipeline of rich new content to support the brand.
What new product ranges and themes will follow the launch of the new series? Just Play has a new toy line based on some of the exciting new characters and themes from series 2. These include a capsule Super Moon themed toy range, out in October, inspired by the two-part episode special Moon Struck. The new range will feature our heroes in their moon outfits, and introduces the new rover vehicles and the HQ Rocket playset.
What are your aspirations for the property in 2018 and beyond?
aisles. We should also mention Just Play’s toy line, which has been such a successful backbone of this licensing programme so far. Just Play’s ranges continue to evolve, and this autumn there will be a capsule Super Moon themed toy range based on a special episode in Series 2.
How will the roll-out of licensed merchandise continue in 2018? Throughout 2018 fans will see new product categories becoming available at retail including ELA, die cast, role play and FMCG. New lines will be inspired and refreshed by the rich new content in Series 2, which is broadcasting on Disney right now. Another important part of the roll out
around Smyths. Throughout 2018 we will expand these experiential and promotional opportunities. We’ve also seen the benefit of working with partners like Oxygen trampoline parks in the UK, the Youth Sport Trust charity and pre-school dance franchise diddi dance, which reach kids at a grassroots level and drive interest back into the TV show and consumer products.
What can you tell us about Series 2 of PJ Masks? The series is currently rolling out on air in over 150 territories on the Disney Junior global network. The 52 new episodes stay true to the brand’s core values of teamwork, friendship, action and adventure, and we’ll get to
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We have seen really rapid success and overwhelming demand for PJ Masks products but, as you know, our strategy is to build the PJ Masks brand step by step to give it the best foundations for a long term future. We aim to expand the brand globally with best in class partners, supported by fresh content, great retail activations and a growing live events category. The first permanent theme park attraction launches at Leolandia in Italy in 2019, and the live stage show Time to be a Hero will tour Australia and the UK in 2018/2019. It has already been a big hit in the US where it played to audiences in 65 North American cities, selling 135,730 tickets in just three months. We also have great hopes for the launch of consumer products in China this summer, and hope to replicate the incredible success we’ve seen around the world so far.