Zinkia Entertainment's Pocoyo character has become a global kids ambassador for Earth Hour's new Beyond the Hour campaign for WWF.
Through animated content and online activities, Pocoyo will encourage children to get involved in the 2011 Earth Hour initiative on March 26th. Children will be asked to turn off the lights in their homes for one hour beginning at 8.30pm (in their respective time zones).
Last year, the event saw millions of people switching off their lights in more than 4,616 cities and towns in 128 countries.
"Pocoyo is about a young boy's discovery of the world around him, which makes it such a perfect fit with the objectives of Earth Hour and the World Wildlife Fund," said José Maria Castillejo, co-founder and chairman of Zinkia.
Click here to find out more about the other Earth Hour activities involving Pocoyo.