Entertainment One’s (eOne) today announced that it has signed a new free to air broadcast partner, ‘Rai Yoyo’, for PJ Masks in Italy.
PJ Masks debuted in Italy from January 2016 on Disney Junior and is a top-rated show for the channel. Exposure for PJ Masks is likely to significantly increase in the country when the broadcast is extended to terrestrial channel ‘Rai Yoyo’ on 7 December 2016, airing four times a day.
Alongside this, eOne is now readying the launch of PJ Masks licensed merchandise and has appointed ETS Italy to manage the brand’s consumer products programme in the region. Leading toy firm Giochi Preziosi will distribute Just Play’s master toy line that includes action figures, play sets, vehicles, plush, dress-up and role-play items from mid-2017. Prior to the toy launch, Italian publisher La Coccinella is on board to publish an extensive line of book formats from spring 2017. In addition, Gedis has been signed for sticker albums and the apparel, games, back-to-school and stationery categories are currently in negotiation and will be announced imminently.
Entertainment One, head of international licensing, Ami Dieckman comments “There has been a tremendous response to PJ Masks across Europe and we’re pleased to welcome the brand’s first partners in Italy. With the retail expertise of ETS Italy, the boost in viewership that Rai Yoyo will bring and the strong foundation that these licensees will give the brand in the market, PJ Masks is certainly off to a strong start and 2017 looks set to be an exciting year for the brand!”
The news follows eOne’s recent announcements about consumer products launches poised for the brand in the UK and France in early 2017. The first wave of PJ Masks consumer products debuted in the U.S.A. from fall 2016 exclusively at ‘Toys “R” Us’ and initial sales have reportedly been strong.