This fall, pets will be filling London’s Regents Park, as Turner Broadcasting introduces its inaugural Boomerang Pet Personality Awards on September 13.

The contest is aiming to inspire kids to take pride in their pets and take good care of them. Kids can enter throughout the summer, with the overall event winner receiving the honor of his or her pet being translated into an animated character that will appear in a new cartoon series.

Digital agency BIO has created an awards microsite at www.boomerangtv.co.uk/awards, with content seeded to social networks by i-level’s social media unit Jam. There’ll be a wide range of branded pet categories, including Scooby-Doo’s Funniest Pet, Garfield’s Greediest Pet and Tweety Pie’s Cutest Pet.

Turner is also launching a Virtual Pet app for participants to enter the Best Looked After Virtual Pet category for pets-less kids. Here, they commit to a seven-day challenge of looking after their Virtual Pet in the best possible way, with regular food, exercise and training and fun, educational games, and the highest scorers will be invited to the awards.

The Best Animal Impression category gives pets-less kids another chance to participate, asking them to upload pics and videos of themselves doing animal impressions to enter.

Entries in most categories will be put to a vote by site visitors, with the highest-rated entries making the awards shortlist.