The charity's direct response fundraising agency Whitewater has created the integrated campaign, which will use inserts, press and online activity, and has developed a standalone e-commerce for the gift range.
It has also partnered with digital specialist Agency.com to test a range of promotional activities driving traffic to the website.
Bryan Miller, planning director at Whitewater, said: "We're confident that there's a significant market for the RSPCA's alternative gift solution and are looking to use the integrated offline and online promotional activity to help us reach a broad audience, including younger consumers who can be particularly difficult for charities to engage with."
The RSPCA claims it is the first animal charity to offer "alternative Christmas gifts", which were used by a number of aid and development charities last year.
Jackie Ballard, director general of the RSPCA, said: "The RSPCA Christmas Gift Box will touch the heart of any animal-lover, who will be happy to know that their gift is helping the innocent creatures so often forgotten at this time of year."
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