Teletoon has launched an extensive online promo for Hasbro’s Littlest Pet Shop toys, and is driving viewers to its microsite via 30-second on-air spots, 10-second sponsorship billboards, a contest and an interactive game.

In an initiative not tied to any specific series and arranged by Toronto’s ZenithOptimedia, the tooncaster is hosting the Littlest Pet Shop clubhouse contest at Teletoon.com, where users can download wallpapers, colouring sheets, posters and MSN icons.

The four-week brand promotion, ending March 24, showcases the new look of the toys. Users playing the online game assist the characters Didi and Tom in looking after a store full of pets – giving them food, water and a little love. The promo’s contest gives winners weekly prizes including 15 Littlest Pet Shop Digital Care for Me Pets. Other prizes include branded flypaper, digital pens and themed playpacks.

Hasbro isn’t the only marketer getting interactive integration at Teletoon’s website. Similar promos are live for Kellogg’s Froot Loops and Cadbury.