Playhouse Disney UK and Disney Consumer Products have readied a brand new range of Little Einsteins products that will be hitting Early Learning Centre stores across the UK this spring.

The new preschool range, which includes articulated action figures of the four main characters and an assortment of soft character toys, who sing classical songs from the show, will be supported with a major two-month on-air sponsorship of all Little Einsteins programming.

As part of the deal, Early Learning Centre will be promoting the Playhouse Disney brand in-store with a competition for parents and preschoolers to win a Little Einsteins goody bag including toys from the new range, DVDs and books.

Early Learning Centre stores will also be giving away 300,000 Playhouse Disney sampler DVDs featuring episodes of Mickey Mouse Clubhouse and My Friends Tigger & Pooh. The sampler DVD is part of a wider marketing initiative to promote key Playhouse Disney properties to five million UK households.