The agency has been briefed to drive consumer brand awareness of Everything's Rosie among parents, children and nurseries and pre-schools.

The team will also provide trade comms, social media outreach and third-party partnerships over the next 12 months.

Kirsty Barr, MD of mi-commsPR, said: "We are delighted to be working with the team at V&S Entertainment. In the past two years Rosie has captured the hearts of millions of pre-school children on CBeebies and our goal is to ensure we leverage the brand across multiple touch-points in the next year."

Since its launch in 2010, Everything's Rosie has grown to become one of the UK's most popular pre-school brands and is now broadcast in more than 150 countries.