Schleich has teamed up with Pony Magazine and Horse and Rider publisher DJ Murphy to reach more than half a million children over the summer period.
Magazine content will promote its collection of pony and horse figures.
The May edition of Pony magazine featured an A1 collector's poster of all 61 of Schleich's horse figurines. Further features will follow through to September.
The toy firm will also partner with DJ Murphy's Let's Ride national campaign for the second year running, helping riding stables across the country encourage kids to take up riding.
Kids will receive a 20 per cent discount on their first riding lesson as well as a certificate and Schleich pony figure.
The initiative will be promoted throughout Pony Magazine and Horse and Rider, while participating stables will display branded posters.
Laura Bull, marketing manager of Schleich, said: "We are delighted to be working with DJ Murphy on this worthwhile campaign.
"Little girls love ponies and this scheme is offering the chance for even more girls to experience the joy of riding this summer.
"On top of that they will receive their free Schleich gift and certificate, which has presented an ideal targeted sampling exercise for the brand."
Schleich will also commission a week's branded takeover of UKMums.tv with reviews, competitions, banner advertising, and Facebook and Twitter activities.
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.