The activity aims to reach around 125,000 girls aged four to nine. The campaign features sponsorship of the Gogoriki show, as well as an online takeover of the POP homepage.
Kidiminiz is a collection of six interactive pets, including two bunnies, two kittens and two puppies aimed at children aged three and over.
The POP campaign demonstrates the collectable nature of the Kidiminiz and includes POP TV trailers and competition spots alongside the online element with an estimated 195,000 overall page views.
Gemma Ellis, marketing manager at VTech said: "POP TV is the perfect platform to engage parents and kids, especially girls, in our new Kidiminiz range.
"Gogoriki fans will fall in love with the Kidiminiz pets which each have their own unique and playful personalities. We’re confident this activity will result in the Kidiminiz collection appearing on many children’s Christmas lists this year."