The new collectible swamp monster toys, called Swampsterz, is aimed at three to seven year-olds.
As part of the launch, the Early Learning Centre has extended its relationship with marketing agency Milton Bayer, who has built a new website for the range.
The five-inch high Swampsterz hit shelves this month, with 16 to collect from four teams - Muncherz, Stomperz, Pincherz and Crawlerz.
The line also includes a voice changer, disc shooter and swamp gobbler to support the figures
The new website invites children to create stories about the monsters, and has just gone live with monster voice-over by Guy Harris. The site hosts games and a ‘build your own’ monster page, along with a range of downloads including word searches, colouring/drawing packs, wallpapers and avatar packs.
Natasha Knight, head of digital at Milton Bayer said: “This is a range to really fire the imagination of a slightly older audience than Early Learning Centre’s core demographic. We had two distinct objectives of the site.
"One was to deliver sticky content that helped build loyalty and increased dwell time The other was to deliver content that met Early Learning Centre’s core objective of creating entertainment that helps children develop vital skills.”
For full access to the site, children need to register in order to personalise their profile, manage their Swampsterz trophy cabinet and generally bring the characters to life.
Milton Bayer has also designed the Swampsterz pages in the Early Learning Centre catalogue and worked on the Early Learning Centre account this spring to design new window display and POS materials. To visit the new website, click here.
Early Learning Centre hopes to add a further 16 Swampsterz characters to the range in January 2011.