The new series of poseable nappy wearing babies feature in the 30-second advert on Five, CiTV, Nickelodeon, Nick Jr, Boomerang, Cartoonito and the Pop channels.
More TV activity will follow in September, with a new spot dedicated to the Baby Mansion playset which comes with exclusive triplets.
Marketing manager Vicki Elmer commented: "We first introduced Baby In My Pocket to the trade at Toy Fair to monitor reaction and were thrilled with the positive response to the range.
"We then decided to launch this summer, so the team have spent the last six months busily preparing for our new addition to the In My Pocket family.
"As with any new arrival, we’re very excited to now see the adorable Baby collection hit the shelves and we are sure our catchy TV advertising will have children clamouring to give these teeny tiny babies a new home."