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PJ Masks’ Disney premiere sets digital strategy into motion

Following its September debut on Disney Channel and Disney Junior US, which drew 1.6 million viewers across both channels, eOne Family preschool series PJ Masks is sporting a comprehensive digital strategy.
October 2, 2015

Following its September 18 debut on Disney Channel and Disney Junior US, which drew 1.6 million viewers across both channels, eOne Family preschool series PJ Masks is sporting a comprehensive digital strategy that includes a series of music videos, a free app and a crop of online content.

The digital assets will roll out beginning next month. The music videos will feature the superhero characters Catboy, Gekko and Owlette as well as lyrics relating to positive messages from the series, and the videos will be distributed to the show’s broadcasters to use on-air and online via their website and social channels.

The first free PJ Masks-branded app is currently in development with a launch slated for Q2 2016, while the website will go live next month with a host of themed games, newsletters and activities.

To further enhance the brand’s online offering, meanwhile, a digital broadcast pack will be distributed to broadcasters, which will be encouraged to host content on their online portals to support the broadcast.

Produced by eOne and Frog Box, in collaboration with French animation studio TeamTO, and with Disney Junior and France 5, PJ Masks is based on French author Romuald Racioppo’s popular picture book series Les Pyjamasques. By day, six-year-olds Connor, Amaya and Greg go to school like everyone else, but when they get their pyjamas on and activate their animal amulets, they magically transform into their dynamic superhero alter egos and become the PJ Masks.

The first episode of the new CGI preschool series took a top-five slot for US preschooler programming during its first week of transmission. Following its Stateside debut, PJ Masks will be launching on France 5 this fall before rolling out on Disney Junior channels around the world from 2016.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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