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eOne and Merlin Bring ‘PJ Masks’ to Sea Life Aquariums Worldwide

New attractions to provide discovery and adventure with preschool superhero hitting the nautical-themed trail.

LONDON -- Entertainment One (eOne) has announced a new multi-territory partnership with Merlin Entertainments (Merlin) to bring PJ Masks to Sea Life aquariums internationally. Set to launch in February 2020, the partnership expands the popular preschool superhero property to include experience-led events. A new PJ Masks branded nautical-themed trail will be launched across Merlin’s network of 12 Sea Life venues in the UK with more in France, Spain, Germany, Portugal, Turkey, Belgium, Netherlands, Finland, Australia/New Zealand and the US. The trail will emphasize PJ Masks’ core brand values appealing to a sense of discovery and adventure for younger children.

The trail will feature artwork from the underwater canals in the show and include a branded photo wall and costume character appearances. It will travel between centers throughout the calendar year, maximizing commercial opportunities for the brand’s licensing partners, including a broad range of PJ Masks products which will be available to purchase in the Sea Life center gift shops.

The partnership builds upon eOne’s strong relationship with Merlin, which follows the success of its global “Peppa Pig World of Play” indoor attraction which launched in 2018 and continues to roll out internationally.

“Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touchpoints for our brands,” commented eOne’s EVP global brand & marketing, family & brands, Rebecca Harvey. “This exciting, interactive adventure will give fans around the world an unforgettable experience that will deepen their connection with PJ Masks and its heroic characters.”

“This is an amazing fit: fun and discovery are at the core of what we do at Merlin Entertainments and that is why PJ Masks is a perfect partner for us,” added Merlin senior brand director, Matthew Williams. “The new trail will bring PJ Masks to life in a way that has never been done before. We are looking forward to bringing that magic to Sea Life.”

PJ Masks is a leading global preschool property with a licensing program that includes more than 700 partners across 85 markets worldwide. eOne’s digital strategy includes driving fan engagement with a pipeline of new content, including a 4-part 44-minute special, which will kick-off series 4 in 2020. New episodes will feature underwater adventures, further strengthening the thematic tie between Sea Life and PJ Masks.

Source: Entertainment One