Character Options will include its Character Building Sports Stars collection in free kids' goody bag Box of Awesome in May.
The company will support its football collectables brand by targeting boys aged eight to 10 with the Sports Stars micro-figures.
The Sports Stars campaign will also feature activities on social media sites such as Facebook.
Mark Hunt, brand manager at Character Options, said: "This is a fantastic opportunity for the Sports Stars brand, as not only will kids be able to enjoy playing with their favourite football star, but it will also create lots of brand awareness in preparation for the launch of Sports Stars series two ahead of the 2013-2014 season."
Series two launches in July with Manchester City joining the line-up.
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