The campaign will include on-air sponsorship and online promotion of the new range of Little Einsteins products in Early Learning Centre stores, which includes articulated action figures of the main characters.
Sponsorship bumpers will run either side of Little Einsteins on Playhouse Disney, based around the show's themes of music and art.
Early Learning Centre will also promote the Playhouse Disney brand in-store, with a competition to win Little Einsteins goody bags, including toys from the new range, DVDs and books. The competition will be promoted in all Early Learning Centre stores with leaflets, Playhouse Disney branding, and the Little Einsteins theme music playing.
Early Learning Centre stores are also giving away 300,000 Playhouse Disney sampler DVDs featuring episodes of the channel's key shows, including Mickey Mouse Clubhouse and My Friends Tigger & Pooh.
The sampler DVD is part of a wider marketing initiative to promote key Playhouse Disney shows to UK households.
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