DHX is teaming with the National Day Nurseries Association to create a new UK-wide campaign for pre-schoolers centred on In the Night Garden.
Called Magical Memories, the campaign will highlight the social and emotional benefits that the popular pre-school series provides for children. It will reach around 6,000 nurseries and some 200,000 children across the UK and Ireland.
Inspired by In the Night Garden's characters Igglepiggle, Upsy Daisy and Makka Pakka, the campaign will help pre-schoolers create their own 'magical memories' through varied set activities such as water exploration, expressive dance and story stones.
"In the Night Garden is a cherished brand that was created specifically with a focus on early childhood development and establishing a healthy daily routine," said Charlotte Hill, brand director, DHX Brands.
"As such, it is fitting that we should team with National Day Nurseries Association to bring all the wonderful attributes of this show to the fore of our Magical Memories campaign."
Purnima Tanuku, OBE and chief executive of NDNA, added: "We are delighted to be working with DHX Brands and its much loved children's property, In the Night Garden.
"Our early years experts have devised a range of activities linked to the show, which are all aimed at helping young children develop physically, socially and emotionally. As the national experts in the nursery sector, we believe nurseries and parents will find the activities a useful resource, to help them make many 'magical memories' with their children."