Character Building's collection of football micro figures are taking over the Match of the Day website.
Sports Stars will take over one of the most popular parts of the portal, the Game Zone.
The promotion is just one element in months of marketing for the brand, central to which is the Hunt for the Golden Boot.
Boys' magazines, TV and online sites have all been driving kids to find out more about the grass roots prize they could win - if they discover one of hundreds of Golden Boot Tickets that are hidden in the micro figure bags.
In addition, the brand also has a high profile in boys' magazines, with promotions including a Vote and Redeem campaign. Rolled out this week, it has already seen thousands cast their votes for their favourite players in the hope of receiving a free figure.
"We have a core audience of boys who love football and it is important to continually interact with them in order to enhance the collectability of the brand," said Mark Hunt, Character Building's brand manager. "The Golden Boot campaign is going phenomenally well, and the Match of the Day take over will highlight this to fans.
"The further Vote and Redeem activity is designed to start kids collecting, as well as engage with existing collectors, but it will also be interesting to see which players are the favourites amongst millions of readers that we reach."
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