Fisher-Price is increasing the reach of its popular action figure brand, Imaginext with the launch of Imaginext Quest Club.
The new interactive website, www.questclub.co.uk will allow young fans to access adventure activities, games and videos.
The site also allows children to create their own Imaginext worlds featuring castles, dragons, superheroes and dinosaurs.
As part of its marketing campaign, Quest Club is running a competition for the most creative online world, offering the chance to win £250 worth of Imaginext toys. Competitors will be able to view each entry of the day in order to try and best it.
Furthermore, fans of the brand will also be able to sign up for a free Quest Club pack including a membership card, collector poster, figurine, stickers and more.
Wendy Hill, UK director of customer marketing and brand communications, said: "The Imaginext brand is all about taking boys into a world of imagination where anything is possible, and what better way to heighten this experience than through an exciting online realm full of adventure.
"The Imaginext range continues to go from strength to strength with the introduction of an exciting newly designed Batcave this A/W, plus the continueation of the classic Castle and Dinosaur collections."
In addition to the Quest Club launch, the Imaginext range will also be supported by an extensive TV advertising campaign alongside various marketing and PR activities.