IMC Toys is embarking on a four month campaign with Disney Junior, the number one pay TV kids channel in the UK.
The deal sees the toy firm sponsor weekend mornings on the channel.
A series of sponsorship idents, created by the Disneymedia+ in-house creative team, will be aired on Disney Junior every weekend morning between 8am and 11am in the Disney Juniorville block of programming, which features the likes of Sofia The First, Miles From Tomorrow, Doc McStuffins and Henry Hugglemonster.
IMC Toys selected seven items to be featured as sponsorship idents, including Disney licensed lines Doc McStuffins RC Scooter, Minnie Scooter RC, Olaf Storyteller and Skate & Sing Elsa.
And in addition to the Disney lines, Club Petz Lucy the Dog and Blu Blu the Dolphin will also feature in the campaign alongside a new launch for 2015, Baby Wow.
"We are delighted to partner Disney Junior on this sponsorship programme," said IMC managing director Terry Crew.
"There is so much synergy between the Disney Junior brand and IMC Toys it is the perfect addition to our autumn winter TV and Marketing Campaign. We are extremely excited to see the campaign rollout, the creative is looking fantastic.
"We anticipant a significant uplift in sales and are we recommending to all our retailers to get their orders in early."
Every month, Disney Junior is watched by 5.2 million viewers aged four and above in the UK, 1.04 million of those are kids aged 4-7, which equates to almost a third of children in this age bracket (32%)