The Gears of War Meccano TV ad is set to reach around 70 per cent of boys aged six to 11 years old.
They will see the commercials - which will air on Nickelodeon, Cartoon Network and Disney XD - seven times on average.
Youth and kids media buying company Generation Media is bringing the ad to the small screen in time for Christmas.
TV activity begins on Monday, November 12th and features the King Raven, Armadillo and Centaur Tank construction models. The campaign launches with a 30-second range ad, then three ten-second individual product commercials from week two.
Insight partners iGen Insight Ltd researched the key age for the line as eight to 12 year old boys.
Meccano is also expected to release further Gears of Wars toys on the back of the planned video game release, Gears of War: Judgement, during 2013.
Lisa Shove, Associate Director at Generation Media, said: "We are very excited to be working with Meccano on this debut campaign. It has provided us with an opportunity to combine our expertise in both toys and games and the video game market to create a winning formula."
Jon Chambers, AV Manager at Generation Media, added: "We have carefully constructed the campaign to maximise the reach against the core identified audience, ensuring both the range and individual product messages are delivered at effective weights."
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