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PJ Masks swoop in with National Day Nurseries Association

Week-long activity-based campaign to encourage children to create their own superhero powers.

eOne is teaming up with the National Day Nurseries Association to create a week-long PJ Masks activity-based campaign to encourage children to create their own superhero powers.

Entitled It’s Time to be a Hero with PJ Masks, the campaign – which runs from November 19-23 – aims to provide nurseries in the UK with a toolkit of fun and inspiring assets to support young children to work together, get active and develop their own superpowers such as resilience and self-esteem.

Each day children will participate in activities to build a wide range of ‘superpowers’ ranging from self-control, movement, friendships, precision, listening, and memory. These include a training mission to the moon, fitness training, obstacle course, buying items from a shopping list to make a super food smoothie, caring for animals and playing a memory game.

The campaign will reach the NDNA’s network of over 6,500 nurseries and early years care providers with PJ Masks branded resources including a 14-page activity book, masks, certificates, activity sheets, recipes and games.

The campaign will culminate at the end of the week with a fundraising event to raise money for the brand’s charitable partner, children’s charity the Youth Sport Trust.

eOne and NDNA will drive awareness through their respective social channels, websites, newsletters and print media with competitions hosted during the week for participants to win PJ Masks goodies.

“The newly formed partnership with NDNA represents the kind of grass roots marketing that is central to eOne’s long-term strategy of providing rich brand experiences to connect with our fans,” said eOne’s Rebecca Harvey, evp global brand management, Family & Brands.

“We’ve worked together to produce a wide variety of fun PJ Masks activities that support development and promote the core values of the show while also raising valuable funds for our charity partner, the Youth Sport Trust.”

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