Disney UK has launched a new 'time for bed' call service featuring its iconic characters.
The launch follows on from research which said that many UK parents are left exhausted by the demands of putting their children to bed.
The campaign is part of new occasion brand Disney Magical Bedtime and is being supported across retail, TV, publishing and online with the aim of making bedtimes more enjoyable for families.
Disney favourites including Mickey and Minnie Mouse, Cinderella and Jake the Never Land Pirate. will help parents coax their kids to bed with a call wishing them goodnight and a fun reminder of the importance of a good night's sleep.
There is also a dedicated online Disney Magical Bedtime hub, featuring hints and tips for parents, bedtime rewards and activities, as well as Disney Channel 'Snuggletime' content and bedtime Disney products.
Disney surveyed 2,000 UK parents of children aged seven and under to reveal the demand placed on them at bedtime.
Nearly two thirds of British parents say their kids make up excuses to delay going to bed, with 44 per cent begging for 'just one more' story and a third throwing a nightly tantrum.
According to the study, the average parent spends the equivalent of eight whole days a year negotiating with their kids to go to sleep and one in ten parents loses over two weeks.
"As a mum, I know how tiring bedtime can be after a long day," said Anna Hill, chief marketing officer at Disney UK. "We hope giving parents the chance to 'phone a friend' to help will help make it a calmer, more restful and, ultimately, more magical occasion for the whole family."