Aardman Rights has entered into a strategic partnership which will see its Timmy property become an ambassador for the Pre-school Learning Alliance.

Aardman is aligning with the charity - which specialises in early years education and childcare - in a deal that will see Timmy supporting over 15,000 early years settings and the families they look after.

The character will feature in Alliance pull-out supplements and a poster campaign which will appear in all Alliance settings nationwide, communicating early learning messages to nurseries, parents and children in a fun manner.

In addition, promotion will appear on the Timmy Time website.

The campaign will run for an initial six months.

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"The Pre-school Learning Alliance is the perfect partner for Timmy - he is already well known and much loved by children and their carers, and this partnership will add further credibility to his position in the pre-school world," said Sean Clarke, head of Aardman Rights.