Entertainment One’s animated preschool series PJ Masks will premiere on free-to-air broadcaster CCTV in China on March 21. Marking the first time the show will appear on broadcast television in the region, season one will air on CCTV’s kids channel CCTV14, with four episodes shown back-to-back each afternoon.
Previously, PJ Masks was only available in China on VOD platforms, like Tencent, iQIYI and Youku. eOne anticipates the show’s free-to-air debut will boost viewership and engagement across the territory.
To further boost engagement in China, eOne is launching a number of live and location-based events throughout the region (the company previously inked an agreement for a theme park in Italy), and toy partner Alpha will release new consumer products including remote control cars, sound and light vehicles and a headquarters playset.
The company is also adding interactive games, activities and stickers to its official PJ Masks WeChat account. However, WeChat’s terms of service restrict children under the age of 13 from using the messaging and social media platform.
The PJ Masks push in China is part of eOne’s ongoing efforts to expand its preschool properties in the region. Earlier this year, the company bolstered its family and brands arm in the region with the appointment of former Pearl Studio GM Pengchong Xu as VP of licensing, and ex-Mattel marketing head Frida Zhang as VP of marketing. eOne’s family and brands division delivered a 29% revenue increase in the first half of 2018 to the tune of US$97.5 million, due in large part to continued strength from PJ Masks (up 44%) and Peppa Pig (up 18%).