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Between 14 November and the New Year, the Funday Times will carry vouchers worth 25-50 Swapits to its circulation base of 1.5 million.

The Swapits can be used at SwapitShop.com in an eBay-style Funday Times SwapitShop Auction. This launches on 5 December and runs until Christmas.

Youngsters can bid for iPods, TVs, DVDs, books and games, with goods provided by partners including Hasbro, Mattel and Momentum Pictures. Following this, a "January sales" auction is planned where kids can trade unwanted presents.

Extra Swapits are also up for grabs via the Funday Times and the website.

New members receive 10 when they join up, with more available through competitions, surveys, quizzes and a "recommend a friend" scheme.

"This is Swapits' first major partnership and we are expecting to announce more shortly. It takes us from being something that is known by kids to becoming mainstream in the reward sector," said Jonathan Attwood, Swapits chief executive.

Swapits is aiming to have 1.5 million members in the scheme by early next year.