VTech has partnered with streaming service Netflix, launching a children's animated series based on Vtech's Toot-Toot Drivers line.
Toot-Toot Cory Carson launched on 04 January and follows the story of kid car Cory Carson on his adventures.
Created by Kuku Studios - the studio behind other children's films including Ratatouille, Wall E, Finding Dory, and Incredibles 2 - Toot-Toot Cory Carson is aimed at children two and up.
Later in 2020 VTech will launch a range of products based on the six main characters in the show.
The interactive, electronic vehicles will feature light-up character face buttons, motion sensors and action buttons that have different effects for each vehicle. These will trigger the voices and sounds effects from the characters in the TV series, making them instantly identifiable for children.
VTech marketing manager Maud Rocher said that the partnership with Netflix represents a new opportunity to grow the Toot-Toot Drivers brand.
"This collaboration with Netflix and Kuku Studios represents an exciting new opportunity for VTech to create stories around one of our most popular brands, Toot-Toot Drivers.
"Since its launch in 2011, Toot-Toot Drivers has become a household name for many families.
"Featuring lovable characters and relatable storylines that are full of kind humour and tenderness, we strongly believe that Toot-Toot Cory Carson and its related products will be very popular both children and parents," she said.
To support the show, VTech will roll out a comprehensive marketing campaign which will include TV advertising in 2020.