Turner Broadcasting's Cartoonito pre-school channel is launching a brand awareness campaign with Mothercare and Myleene Klass.
The collaboration will promote Cartoonito's Go And... series of programmes aimed at children up to the age of six, plus Mothercare's exclusive Baby K range, created by Klass.
Klass will lead a group of mums in re-recording The Sound of Music classic My Favourite Things for the campaign, set to launch on October 19th.
This will be used to drive mums and their 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 content and 500,000 free copies will be distributed to playgroups and nurseries across the UK.
Turner has also teamed up with Mumsnet, the UK's largest mums community, to stir up debate on mums' most and least favourite things across the country.
"We are really excited to be working with such an established brand as Mothercare and to have a well-known celebrity ambassador like Myleene," said Barnaby Dawe, VP of marketing and communications at Turner Broadcasting. "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."