Hasbro strikes deal with World Taekwondo Federation for ‘Get Active with PJ Masks’ campaign


Hasbro has inked a multi-territory partnership that will see its popular animated super hero property, PJ Masks, join forces with the World Taekwondo Federation for a campaign designed to engage children around the world in taekwondo. 

Get Active with the PJ Masks will span multiple markets and feature 12 World Taekwondo top athletes, including the Philippines’ two-time Southeast Asian Games gold medallist and Asian Games bronze medallist Pauline Lopez.

The campaign aims to combine the global appeal of the popular animated series with the fun and accessibility of taekwondo to encourage children to take part in the sport. A unique digital tutorial series and an interactive website have been created to help young fans of World Taekwondo and PJ Masks get active, have fun, and master their own taekwondo-inspired superpowers. 

“There couldn’t be a better time to get kids active and excited about sport and movement,” said eOne’s Rebecca Harvey, EVP Global Marketing, Family & Brands. “Action, heroism and integrity are central to the PJ Masks brand and these values are perfectly aligned with the World Taekwondo Federation’s mission to teach taekwondo to kids around the world and channel their youthful energy into skills that will build strength and resilience.” 

Taekwondo heroes from 12 countries have been selected as ‘Get Active’ hero ambassadors to create 12 Let’s Get Active taekwondo movements that will encourage children to try and recreate them at home. They are Bianca Walkden (Great Britain), Dae-hoon Lee (Korea), Hatice Kubra Ilgun (Turkey), Jingyu Wu (China), Joel Gonzalez (Spain), Magda Wiet Henin (France), Maria Espinoza (Mexico), Milena Titoneli (Brazil), Panipak Wongpattanakit (Thailand), Pauline Lopez (Philippines), Tahir Guelec (Germany), and Vito Dell’Aquilla (Italy).  

One by one, the Get Active ambassadors will share their created movements on World Taekwondo’s Instagram, Facebook, Twitter, and YouTube accounts, as well as their own. 

The partnership aims to amplify the reach of both brands and increase participation of the sport in the 3- to 8-year-old age group through a reward-focused syllabus that teaches coordination and discipline skills. 


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