Entertainment One Unveils Plans for PJ Masks Themed Attraction at Leolandia, Italy

BRANDORA Editorial Staff - March 2018

Entertainment One (eOne) today announced a new agreement with leading Italian theme park, Leolandia, for the world’s first PJ Masks themed attraction based on its popular animated preschool TV property, which airs daily in Italy on Disney Junior and RAI Yoyo.

Development is now underway for a dedicated area at the theme park based just outside Milan which will be dedicated to PJ Masks’ trio of super heroes, Catboy, Owlette and Gekko. The attraction will bring to life the heroes’ headquarters from the hit TV show, which has a second series of 52 new episodes rolling out around the world and a third series currently in development. This exclusive multi-year agreement will mark the brand’s entrance into the theme park arena when it opens its doors to the public in 2019 and extends the partnership between eOne and Leolandia following their previous successful collaboration on the Il Mondo di Peppa Pig attraction in 2014.

“Innovation and vision are our driving force, so we are very pleased to extend our collaboration with eOne and are making a substantial investment in what we believe will be a very popular attraction for young children. The project will start in the 2018 season and will be developed in the coming years to create a truly unique guest experience. We will offer new attractions, entertainment, shows, restaurant service and visitors will have the opportunity to meet their favourite heroes Catboy, Owlette and Gekko and snap a souvenir photo with them to treasure from this memorable experience” remarked Giuseppe Ira, the President at Leolandia.

“PJ Masks has rapidly soared in popularity to become one of the leading preschool properties in Italy, so a dedicated themed attraction is the obvious next step in the incredible trajectory of this much-loved children’s brand,” said eOne’s Andrew Carley EVP Global Brands, Family & Brands. “The significant investment that Leolandia is making underlines our own strategy of building the brand for the long term and we’re delighted to be partnering with them to bring the show to life. The combination of this new attraction and two new series in the pipeline, ensures that we will continue to grow PJ Masks for many years to come.”

A groundswell of popularity has been building for PJ Masks in Italy where consumer products launched to great success in February 2017. It is now a leading preschool property in Italy where the Giochi Preziosi distributed toy line by Just Play ranks as a top 3 best-selling toy license and publisher Cocinella’s PJ Masks book titles are consistently in the Top 10 best-selling books for children since launching in spring 2017.