Vivid's new social media compaign is set to run from September for three months across Twitter, Facebook and YouTube.
A Twitter teaser launch phase will culminate in a 'reveal' and a competition using Facebook which will target mums and daughters throughout National Dog Week.
A mummy blogger outreach programme will compliment and feed into the campaign. Throughout October Half Term, interactive challenges will launch, designed to immerse consumers in the world of Benji across Facebook and YouTube.
Emma Weber, marketing and licensing director at Vivid Imaginations, commented: "The Benji campaign offers the perfect medium through which to engage directly with our target consumer.
"As part of our long term social media marketing strategy to support the Animagic range, we are working closely with Toyology and Norton & Co to bring Benji to life across a variety of communication channels.
"This campaign offers us the unique opportunity to gain invaluable access to Benji fans and to try a fresh and creative approach to product promotion."