The site, , was built by Chemistry. It aims to appeal to both existing and new customers, building brand loyalty.
The site is based around a virtual Velvet factory, and has been designed to appeal both to mothers alone and those online with their children.
Users can sign up to a Velvet newsletter, register for free downloads, including wallpapers and screensavers, and view the TV adverts.
The site is being supported by an online email promotion in partnership with children's products mail-order firm, Letterbox. It will target 165,000 mothers who will be able to claim £5 off their purchase by signing up to the newsletter.
Traci Baxter, brand manager, said: "Our new interactive site forms a cornerstone for all current and forthcoming marketing activity. We want to reward and engage our loyal customers, as well as demonstrating the benefits of Velvet to a wider audience - all of whom are very active online and look for new and different ways to interact online with their favourite brands."
Velvet works with Chemistry for below-the-line marketing, and Fallon for advertising.
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