Created in-house by Sky Digital Media, the playroom-themed microsite will be hosted on the main www.babycentre.co.uk website.

The microsite provides information on the benefits of play in early childhood development including embedded links to the official Lego Duplo website.

The partnership will also incorporate a competition celebrating Lego’s 40th birthday, dedicated product and where to buy pages, plus a unique branded member forum.

The five figure deal brokered by Sky Digital Media with media agency Carat, will initially run from June 15th to August 15th, followed by a second campaign from September 15th to December 15th, featuring a dedicated Lego Duplo branded interactive flash microsite.

Giles Ivey, Sky Digital Media commented: “As part of our portfolio of market leading parenting sites, BabyCentre represents a fantastic opportunity for brands to associate themselves around content that is vital for pregnant women and young families.

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"At these key life stages, users forge a great relationship with their favourite websites, resulting in a closer affinity to brands on the site.”

Laura Di Bonaventura, Lego Duplo added: “This partnership gives us a fantastic opportunity to interact with BabyCentre members, providing a natural synergy with our range of toddlers focussed products.”

Samantha Seal, BabyCentre said: “BabyCentre continues to go from strength to strength, offering new parents and young families useful and engaging exciting ways to make the most of an exciting time in their lives.

"We are pleased to be partnering with such a high profile brands as Duplo to share in this success.”