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eOne Readies 'Justin and the Knights of Valour'

eOne reveals the UK licensing program for upcoming CG animated movie, Justin and the Knights of Valour.

eOne has revealed the UK licensing program for upcoming CG-animated movie, Justin and the Knights of Valour, according to a report by

Apparel company Blues is creating a t-shirt exclusively for George at Asda whilst RMS has a range of jigsaw puzzles exclusively for The Entertainer.

Elsewhere, limited art prints will arrive courtesy of Art You Grew Up With, Paper Projects has sticker packs and Alligator Books is releasing activity and colouring books based on the film.

Justin and the Knights of Valour branded activity pages, posters and covermounts will also appear in Kennedy Publishing's popular children’s magazines Kraze Club and Busy Time.

“Courageous tales of knights, wizards and dragons will always be popular with young boys and the film has all the ingredients to make it a hit with families,” says Hannah Mungo, head of UK licensing at Entertainment One.“Licensees signed to date have recognized the commercial potential of the property and we’re delighted to have them on board.”

eOne is backing the release of Justin and the Knights of Valour with a heavyweight marketing campaign that includes national TV advertising across key terrestrial, digital and VOD channels starting from the end of August through to September and significant outdoor advertising on buses, national rail stations, shopping centers and playhouses.

Press, online and radio advertising will build on this and the film will also be pushed by promotions with Little Chef restaurants and national children’s play center chain Wacky Warehouse.

Licensed products will hit the shelves of grocers, High Street stores, independent shops and online retailers in early September to coincide with the launch of the film

The $30 million CG-animated movie, featuring the voices of Antonio Banderas, Julie Walters, Rupert Everett and David Walliams, arrives in UK cinemas on September 13.

Jennifer Wolfe's picture

Jennifer Wolfe is Director of News & Content at Animation World Network.