Digital Stores has teamed up with Granada Ventures and ITV.com to launch a new online store at itvonlineshop.com.
The shop will launch with a range of Pocoyo toys and games aimed at the pre-school market. It will grow steadily throughout the year, selling a range of DVDs, CDs and other merchandise representing key ITV brands and third party acquisitions.
"We're delighted to be working with Digital Stores to launch our long overdue ITV online shop," said Mel Beer, head of licensing for Granada Ventures. "Starting with Pocoyo we will eventually make all of our consumer products from our strong brand portfolio available to the public via this store."
Russel Coultart, CEO of Digital Stores, added: "ITV is a huge brand and we are certain that the store will be a great commercial success."
Digital Stores specialises in running online stores for children's character brands and established recording artists, selling toys, games, clothing, DVDs, stationery and other consumer products.