The BBC is backing its latest pre-school series Tweenies with a £1.2m off-air advertising campaign.
A total of 260 20-minute episodes have been commissioned, to be aired on BBC2.
Tweenies will target three- to five-year-old children, and the BBC hopes it will be as popular as the Teletubbies.
The show, which features four childlike characters called Jake, Fizz, Milo and Bella who are looked after by two adult helpers Judy and Max, along with Doodles the dog, will be advertised to mothers with pre-school children.
Six-sheet posters, a radio advertising campaign and a 96-sheet flagship poster site in London’s Cromwell Road feature in the marketing campaign, as well as merchandising in preparation for Christmas.
Creative work is through Billington Cartmel and John Davey Design. BBC Worldwide brand manager for Tweenies Mike Dee says: “This is a huge commission for us which we want to maximise.”