Chapman Entertainment has launched a Little Charley Bear Pre-school Awareness Campaign.
The drive is targeting over 23,000 UK pre-school and nursery managers, with 170,000 children participating in the Imagination Adventure Pack by taking home an exclusive Little Charley Bear DVD and activity sheet.
The pack was developed to link to the Early Years Foundation Stage and inspire children to use their imagination through role play, games and craft activities.
"The pack was great for delivering awareness and a deeper level of brand engagement," said Nikki Grass, director of marketing at Chapman. "But best of all was the word of mouth it generated at the school gates when every child in the nursery took home a promotional DVD and activity sheet - it was the icing on the cake to get that viral buzz going."
A Little Charley Bear nursery visit was offered within the pack as a competition incentive to drive responses.