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The service, launched in October 2006, has only just been opened up to advertisers.

Tomy is using the platform to advertise its new Thomas the Tank Engine trainset on the broadband player available at .

Nick Jr Video's content is taken from Nick Jr's raft of popular preschool shows including 'Dora the Explorer' and 'The Backyardigans', as well as special footage and exclusives of brand new shows.

Daniel Howell, VBS account director, and Rachel Crosby, MediaCom head of kids, brokered the deal.

Crosby said: "MediaCom has historically supported Viacom's kids channels, and believe that the development of Nick Jr Video is an example of the way the traditional TV focused model of advertising for toys and games is changing. We were delighted to be able to get the Tomy range of Thomas products onto Nick Jr Video which we think will add to the overall advertising message for the brands this year."

Nick Bampton, Viacom Brand Solutions managing director, said: "Nick Jr Video has been a huge success since launch, providing preschoolers with the opportunity to see their favourite shows when they want. Tomy fits perfectly as a brand to advertise on the service."