Entertainment One (eOne) has joined forces with UK licensing partners to bring toys, apparel and publishing properties based on the animated preschool show PJ Masks to British consumers.

The series about pajama-clad superheroes launched on Disney Junior UK in February, and the show has consistently ranked in the top five highest-rated shows for the channel.

As such, eOne has tapped Flair’s Just Play division to launch branded toys for February. The range will include plush toys, vehicles, action figures and dress-up options.

Despite the show being equally popular among girls and boys ages three to six, the toys will be aimed at boys ages four to six.

Meanwhile, Akroyd TDP will launch children’s pajamas and underwear, and Hachette has been appointed as the brand’s leading publishing partner for the region.

eOne has also signed with Immediate Media to create four weekly standalone magazines about the series. As well, Redan will be introducing PJ Masks into its Fun to Learn Favourites and Fun to Learn Friends magazines. The licensor also expects to debut children’s apparel and publishing materials in the UK near the end of 2017.