The collaboration will promote Cartoonito’s “Go and …” series of programmes aimed at kids from birth to six years-old and Mothercare’s exclusive Baby K range, created by Myleene Klass.
Klass will lead a group of mums in re-recording The Sound of Music song My Favourite Things for the campaign, set to launch on October 19th.
This content will be used to drive mums and kids to the TV channel, its website and Mothercare stores using a mixture of TV, DVD sampling and social media.
The DVD sampling will feature Cartoonito’s content and 500,000 free copies will be distributed to playgroups and nurseries across the UK.
Turner have also teamed up with Mumsnet, the UK’s largest mums community, to stir up debate on mums’ favourite and least favourite things across the country.
Barnaby Dawe, vice president of marketing and communications at Turner Broadcasting said: “We are really excited to be working with such an established brand as Mothercare and to have a well known celebrity ambassador like Myleene.
"It proves the channel’s credentials, as Cartoonito continues to amass a loyal following amongst mums and kids, with ratings up 100 per cent year-on-year [source : BARB].”