Chapman Entertainment is targeting two to four year olds with its latest promotion for Roary the Racing Car and Fifi and the Flowertots.
Booklets including activities, games and competitions are being distributed to pre-schools and nurseries throughout the UK.
In addition to this, Chapman has also launched Fifi's Sunflower Challenge, distributing sunflower seeds to nurseries.
Teachers, parents and children are being encouraged to take photos of their sunflower and send it to a specific microsite. The most impressive flower will win a selection of Fifi toys for their nursery.
Melissa Brown, director of marketing at Chapman, said: "We have created booklets this year that showcase our full product range for parents, whilst being fun and developmental for children. The sunflower competition is also a great way to help celebrate Fifi's fifth anniversary; we are excited to see the results."