Entertainment Rights has launched a dedicated UK online store for its key properties including Rupert Bear, Postman Pat, Basil Brush and Jim Jam and Sunny.
The new store further strengthen's ER's multiplatform strategy and will enable licensees to further extend their product reach, presence and profile in an online environment.
Digital Stores, one of the leading suppliers of online retail services in the entertainment sector, has built the store and is acting as a complete fulfilment house. The firm specialises in running online stores for children's character brands, selling toys, games, clothes, DVDs, stationery and other consumer products.
The launch of the store is being supported by marketing led activity to include ads in the Rupert Bear, Jim Jam and Sunny and Postman Pat pre-school magazines, as well as promotions on the brands' websites.
There is also an online promotional campaign which includes mainstream entertainment, parenting and children's sites.
Laura Turner Laing, VP of Global Digital & Music at ER, said: "We are finding that the online environment is proving to be a popular choice of destination as evidenced by an increase in traffic to our multi-branded websites.
"Digital Stores is the perfect partner to market our DVD, publishing, toy and consumer products offering as it has a strong background in successfully building and launching children's online stores."
Simon Moxon, sales director at Digital Stores, added: "ER brands widely appeal to a broad range of demographics and we are extremely confident that the online store will become a popular destination for parents and gifters alike, as well as delivering strong commercial success for ER."