The campaign commenced this week and has seen a rebrand of the landing pages for the parenting site, TVCs on the homepage and a host of other activities including reviews and downloads.
Facebook and Twitter seeding is also an important part of the activity and mums will be fed information about the brand daily, direct to their phones, PCs and iPads.
In order to make the campaign more engaging, Character has also worked closely with licensor Entertainment One to involve other licensees including Peppa Pig World at Paultons Theme Park and the Peppa Pig Live Tour. With their help, an impressive prize package was created for the branded UKMUMS.TV competition page.
Rachel Copeland Jones, Character Options brand manager, commented: "With UKMums.TV we are able to really engage the readers with a burst of highly intensive activity that will show our products at their very best.
"Social media is all the more important to our marketing plans, especially when talking about toys and products for younger children. We intend to use the portal throughout the year with all our licensed pre-school brands as part of year-round marketing strategy which of course includes heavyweight TV advertising for all key lines."