Merlin Entertainments has partnered with Entertainment One (eOne) to host a new PJ Masks marine-themed trail across 12 Sea Life venues in Britain.

Lining the trail will be artwork of underwater canals from PJ Masks shows. Costumed characters will also make an appearance, alongside a branded photo wall.

The PJ Masks themed trail will launch in Sea Life venues from February 2020, travelling between the centres throughout the year. PJ Masks products will also be available to purchase in gift shops at Sea Life centres.

Rebecca Harvey, EVP global brand and marketing, family and brands, commented on the new partnership: “Our latest partnership with Merlin Entertainments underlines our ongoing focus on live events and their ability to create unique touch-points for our 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,” Harvey added.

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

“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,” Williams added.

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