eOne showcases new product ranges for hit show to top parenting influencers.
eOne hosted a special PJ Masks-themed half term party yesterday (October 24), inviting a host of parenting influencers and their children to test drive a selection of new products.
Held at Picturehouse Central in London – and organised by License to PR – the event showcased a raft of product ranges recently launched at retail in time for Christmas.
To maximise the brand’s popularity at Halloween and its top-selling dress up range, kids came to the event dressed as their favourite character from the hit TV show, which airs daily in the UK on Disney Junior and Tiny Pop.
Bloggers and their children were treated to a special PJ Masks diddi dance session to promote the upcoming week-long ‘PJ Masks Super Dance Party’ classes running from October 30 – November 5 at more than 600 diddi dance classes nationwide to raise money for the brand’s charity partner, Youth Sport Trust
Children at the event also enjoyed face painting, arts and crafts mask making, costume character photo opps, a play corner with product samples and a screening of new content including a sneak peak at series two, which launches on air in spring 2018.
Visitors left the event with a special goody bag filled with a variety of products including toys from Flair, blankets from Dreamtex, puzzles from Ravensburger, annuals from Hachette, drinks bottles from Zak, magazines from Immediate Media, balloons from Amscan and new DVD, Time to be a Hero.
Party licensee, Gemma International, provided a range of PJ Masks partyware products to decorate the room.
Rebecca Harvey, head of global marketing at eOne Family, said: “Experiential events like these where kids can interact with the characters and products inspired by the show are central to our brand marketing strategy for PJ Masks.
“The event is already igniting social media buzz and these word of mouth recommendations are crucial ahead of the key Christmas buying season.”
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