Hit has teamed up with Digital Stores - one of the leading suppliers of online retail services in the entertainment sector - to launch a new online store featuring its key properties.

Digital Stores specialises in running online stores for children's character brands, selling toys, games, clothes, DVDs, stationery and other consumer products.

The launch of Hit's offering will be supported with a high profile marketing campaign and on-air competitions on Five's Milkshake block. Meanwhile, Digital Stores has also kicked off an advertising campaign to promote the new store on search engines, consumer and trade press, plus lifestyle online sites.

"We are extremely excited about the impending launch and are very happy to be working with Hit Entertainment," said Russell Coultart, CEO of Digital Stores. "Hit brands are very popular and we are certain that the store will be a great success commercially and with parents."

David King, VP Entertainment at Hit, added: "Our consumers are increasingly using the online environment to complement their bricks and mortar shopping activities, so we are delighted to be working with marketing leading experts Digital Stores in extending the distribution of our hugely successful DVD, publishing and consumer products ranges."