As part of its autumn and winter 2010 launch programmes for Dragons Universe and Battle Strikers Metal XS, the firm has teamed up with Swapit to produce online coverage and utilise its email database.
The campaign will include an interactive microsite, with the latest product information and TV advert for both new brands.
The microsite will also provide a gateway for kids into online auctions with new products up for grabs, competitions for Swapit points and products, votes and more.
Email newsletters will be sent out to members ranging from 6-10 year olds alerting them to the new brands, whilst website displays including leaders, skyscrapers and banners tol create online buzz.
Pete Fuller, marketing manager at Mega Brands, said "Swapit is a great way of creating excitement around Dragons Universe & Battle Strikers Metal XS by providing a fun, engaging & proactive introduction to the brands whilst helping us drive sales".