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eOne and Merlin partner to take PJ Masks to SEA LIFE Aquariums

pj masks

Entertainment One (eOne) has partnered with Merlin Entertainments to take preschool brand PJ Masks to SEA LIFE Aquariums around the world, with a focus on discovery and adventure.

Launching in February 2020, Merlin will host a new PJ Masks nautical-themed trail across its 12 SEA LIFE venues in the UK.

PJ Masks will also be heading to France, Spain, Germany, Portugal, Turkey, Belgium, Netherlands, Finland, Australia, New Zealand and the US.

The trail will include artwork of the underwater canals from the PJ Masks show, as well as a branded photo wall and costumed character appearances.

PJ Masks nautical-themed trail at SEA LIFE

sea life pj masks

“Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touch-points for our brands,” said eOne’s Rebecca Harvey, EVP global brand and marketing, family and 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.”

It is scheduled to travel between centres throughout 2020, with a range of PJ Masks products available to buy at SEA LIFE gift shops.

eOne and Merlin previously partnered on the global Peppa Pig World of Play indoor attractions, which launched in 2018 and continue to roll out globally.

PJ Masks travelling to SEA LIFE through 2020

boy kissing starfish at SEALIFE Scheveningen

“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,” said Matthew Williams, senior brand director of Midway, Merlin Entertainments.

“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.”

According to a press release, new episodes of PJ Masks will feature underwater adventures, cementing the partnership between SEA LIFE and PJ Masks.

Meanwhile, the New Jersey SEA LIFE Aquarium, opening at American Dream in March 2020, has started selling tickets for admission.

Images: Merlin/eOne

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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