Entertainment One Announces Multi-Territory Partnership with Merlin Entertainments that will see PJ Masks Dive into SEA LIFE Aquariums Worldwide

Interactive PJ Masks Trail to Bring the Hit Preschool Superheroes to SEA LIFE Centres in International Markets in 2020

LONDON: Thursday 5th December 2019 – Entertainment One (eOne) is proud to announce a new multi-territory partnership with Merlin Entertainments (Merlin) that will see PJ Masks making waves in SEA LIFE aquariums internationally. Set to launch from February 2020, this exciting new partnership will expand the universal appeal of eOne’s hit preschool superhero property and enhance its offering of experience-led events to give fans an unforgettable day out.

World-class visitor attraction operator, Merlin, will host a new PJ Masks branded nautical-themed trail across its network of 12 SEA LIFE venues in the UK with more in 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 emphasise 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 centres throughout the calendar year. To maximise commercial opportunities for the brand’s licensing partners, a broad range of PJ Masks products will be available to purchase in the SEA LIFE Centre gift shops

The partnership will extend eOne’s strong relationship with Merlin following the major success of its global Peppa Pig World of Play indoor attractions which launched in 2018 and continues to roll out internationally.

eOne’s Rebecca Harvey, EVP Global Brand & Marketing, Family & Brands, 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 programme 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.





 For press enquiries please contact:

Diana Veysey at License to PR


Tel: 020 7637 4660

About Entertainment One

 Entertainment One Ltd. (LSE: ETO) is a global independent studio that specialises in the development, acquisition, production, financing, distribution and sales of entertainment content. The Company’s diversified expertise spans across film, television and music production and sales; family programming, merchandising and licensing; digital content; and live entertainment. Through its global reach and expansive scale, powered by deep local market knowledge, the Company delivers the best content to the world.

Entertainment One’s robust network includes international feature film distribution company Sierra/Affinity; Amblin Partners with DreamWorks Studios, Participant Media, and Reliance Entertainment; Makeready with Brad Weston; unscripted television production companies Whizz Kid Entertainment, Renegade 83, Daisybeck and Blackfin; live entertainment leaders Round Room Live; world-class music labels Dualtone Music Group and Last Gang; innovative music platform Audio Network; and award-winning emerging content and technology studio Secret Location.


About Merlin Entertainments plc

Merlin Entertainments plc is a global leader in location based, family entertainment. As Europe's Number 1 and the world's second-largest visitor attraction operator, Merlin now operates over 100 attractions, 15 hotels and 6 holiday villages in 24 countries and across 4 continents. The company aims to deliver memorable experiences to its more than 60 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its c.29,000 employees (peak season).

Visit for more information.



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