Master toy Character Options working with site to showcase its play-sets and accessories.
Several licensees of eOne's Peppa Pig brand - including Character Options and Paultons Theme Park - are working with UKMums.tv, with the character starring on the site for a special two-week run.
The campaign - which began this week - has seen a rebrand of the landing pages of the parenting portal, TVCs on the homepage and a host of other activities including reviews and downloads.
Facebook and Twitter is also playing a key part in the activity, with mums fed information about the brand daily.
Character Options has worked with eOne and other licensees including Peppa Pig World at Paultons Theme Park and the Peppa Pig Live Tour, to create a prize package for the branded competition page.
"With UKMums.tv we are able to really engage the readers with a burst of highly intensive activity that will show our products at their very best," said Rachel Copeland Jones, brand manager at Character Options. "Social media is all the more important to our marketing plans, especially when talking about toys and products for younger children.
"We intend to use the portal throughout the year with all our licensed pre-school brands as part of a year-round marketing strategy which, of course, includes heavyweight TV advertising for all key lines."