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Alpha Group bolsters portfolio with PJ Masks

Company on board as master toy partner for hit eOne property in China.

Alpha Group is continuing to build up its portfolio of master toy deals – and also extend its relationship with eOne – having been appointed the master toy partner for PJ Masks in China.

The deals follows hot on the heels of Alpha Group becoming master toy partner for Peppa Pig in the territory.

Alpha Group will bring PJ Masks to life through a core range of vehicles, figurines, play-sets and role-play items launching from the summer.

“Alpha Group is excited to have been appointed as the master toy partner in China for this globally successful property,” said Kenny Cao, Alpha Group’s senior vice president. “With our extensive capabilities and leadership position in China we are poised to make PJ Masks a major success.”

In addition, eOne has also appointed a publishing partner – Beijing Integrity and Sunshine Culture Development – and a confectionery partner – Dongguan Yizhi Food Company – for PJ Masks in China.

A dedicated PJ Masks account on the popular Chinese instant messaging service, WeChat, will also go live this month, when the episodes are available to watch.

eOne’s Ami Dieckman, svp international licensing, Family & Brands, commented: “PJ Masks has become a hot property around the world since consumer products launched globally last year and China is a key market in our growth strategy.

“We’re fully committed to working with the best partners including one of China’s leading toy manufacturers, Alpha Group, to give PJ Masks a strong launch platform in 2018 that will tap into the extraordinary potential of this lucrative market.”

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