VTech Australia has announced a new partnership with soon-to-launch kids' channel 10 Shake.
VTech is set to take a lead position on the channel in the three-month lead up to Christmas.
VTech MD Ed Medica said that the partnership helps the business extend its marketing programs.
"We see the partnership as a strong extension to our marketing plans, helping drive brand and product awareness during this key time of year with our core target audience, kids.
"The combination of a new free to air channel with an exciting and proven line up of programming will provide a whole host of new eyeballs, allowing us to showcase a selection of new and existing products along with a new brand launch," he said.
Network 10 national sales director Lisa Squillace added that the business is excited to expand its partnership with VTech.
"We’re very excited to be welcoming VTech as a launch partner for 10 Shake, extending the already fantastic partnership we have with them across subscription TV on Nick.
"10 Shake will be unlike anything else on TV with iconic brands launching from day one, some for the first time on free-to-air, including Paw Patrol, Henry Danger, SpongeBob SquarePants and Totally Wild.
"We’re really looking forward to working with VTech, a leader in educational toys, in engaging, educating and entertaining the valuable kids demographic," she said.
10 Shake will launch on 27 September and will offer 12 hours of children's programming each day from 6am to 6pm.