The campaign, which runs from today March 16th until May 31st will be featured on all six-packs within Muller's Little Stars range.
To enter the promotion consumers need to text in a unique code found on-packs to be entered into a daily prize draw.
Every day five winners will be picked out to receive £100-worth of Early Learning Centre toys. Additionally each pack will contain a 20 per cent-off ELC voucher.
Marketing support will include a six-week TV campaign targeting mums with children up to three-year-old.
Additionally Muller will have a presence on the ELC website where consumers will have the opportunity to win a year's supply of Little Stars yoghurt. A leaflet will also be distributed in ELC stores.