The deal was signed by Turner Media Innovations (TMi) and will see Hasbro's Playskool range promoted in a daily two-hour block of programming called "Playtime". It will air each weekday from 3pm with six different Playskool products paired alongside an age-appropriate show.
TMi will create six idents to air before each show and the entire block will be sandwiched between opening and closing Hasbro Playskool bumpers. Pairings include Tonka Wheel Pals with Mighty Meteor and the Mighty Monster Trucks and building blocks toy Clipo with Fireman Sam.
The deal comes as Hasbro relaunches the Playskool brand. Henry Foulds, senior brand manager for Hasbro Playskool, said the deal "enables us to showcase our products on a dynamic and highly targeted platform".