The multimedia marketing campaign will be worth more than £1m and will span TV ads, character appearances and in-store promotions.
Chorion, the company which now owns the rights to Noddy and produced the digital series Make Way for Noddy, will produce a national and trade press campaign in September. It is planning another burst of advertising activity for the re-run of the series in January.
Channel 5, which is broadcasting the series, is planning a national shopping centre tour of Noddy costume characters.
This will be followed by a two-week TV campaign from Universal Pictures, which owns the video rights to the series, to promote the Noddy video and DVD.
Meanwhile, HarperCollins will launch six Noddy TV tie-in books using a series of promotions and BBC Magazines is relaunching Noddy Magazine, ten years old this year.
The partners hope to exploit Enid Blyton's famous creation for a new generation of under-fives.
Chorion expects its main revenue stream to come from merchandise, which will follow the launch of the series across the world.
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