First Peppa, and now PJ. Alpha Group has been appointed master toy partner for PJ Masks in China, following a deal inked between IP-owner Entertainment One (eOne) and the Guangzhou-based toy company.
Core playthings based on the preschool series—which recently bowed on Chinese VOD platforms Tencent, iQIYI and Youku—will include vehicles, figurines, play sets and role-play items. Items will begin rolling out in China this summer.
In addition, Beijing Integrity and Sunshine Culture Development (publishing) and Dongguan Yizhi Food Company (confectionery) will also launch PJ Masks products in Q4 2018 and Q1 2019. And as eOne continues to grow the brand in the territory, a dedicated PJ Masks WeChat account will go live on the Chinese instant messaging service this month.
Alpha Group also serves as the Chinese master toy partner for eOne’s Peppa Pig brand, following a deal inked between the companies last month.
PJ Masks first launched globally on Disney Junior in March 2016, and currently airs in more than 150 territories. Its global consumer products program, meanwhile, includes 450-plus licensees. The show’s second season is rolling out worldwide, with a third one currently in production.