LONDON, UK Dec. 6, 2019 — Entertainment One (eOne) signed a multi-territory deal with  Merlin Entertainments that will bring PJ Masks  nautical-themed trails into more than a dozen Sea Life aquariums across 10 countries. The largest deployment of trails will be in the UK where Sea Life has 12 aquariums and also include France, Spain, Germany, Portugal, Turkey, Belgium, Netherlands, Finland, Australia/New Zealand and the US. The trail will resonate with PJ Masks’ core brand values to emphasize the appeal of discovery and adventure for younger children.

Featuring artwork from the underwater canals from the show, the trail will include a branded photo wall, costume character appearances and is scheduled to travel between centers throughout the calendar year. To maximize commercial opportunities for the brand’s licensing partners, a broad range of PJ Masks products will be available to purchase in the Sea Life Center gift shops

The partnership will extend eOne’s ties with Merlin, which has also opened Peppa Pig World of Play family entertainment centers in the U.S. (Dallas, Auburn Hills, MI) and Shanghai, China.

Eone’s Rebecca Harvey, Executive Vice President of Global Brand and Marketing, said “Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touchpoints for our brands. 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. 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.” said Matthew Williams, Senior Brand Director Midway, Merlin Entertainments.

PJ Masks has firmly cemented its position as a leading global preschool property with a licensing program that now boasts more than 700 partners across 85 markets worldwide.  eOne has developed a robust digital strategy driving fan engagement and a fresh pipeline of new content, including an eagerly awaited 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.