Break bumpers featuring Polly Pocket and Woogies, the virtual pets, will be positioned around shows for four to nine-year-old girls and boys respectively.
The campaign was negotiated by Carat Sponsorship and Emma May Laurence at ITV Customer Relations.
It will be fully integrated with the CITV website, which will include a Woggies microsite, competitions, online vote pods and sponsorship advertising.
Over the same period Mattel will also sponsor Turner Broadcasting's kids channel Boomerang. The Barbie Life 'Laugh Out Loud' campaign will see a different product promoted each month on the channel.
The deal was negotiated by Turner Media Innovations (TMi) and agency Carat Sponsorship.
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