'Timmy Time', a spin-off from Aardman Animations' 'Shaun the Sheep' brand, includes a TV show running on the BBC's CBeebies strand.
The promotion will offer three 'Timmy Time' books to collect, in return for a receipt proving the purchase of a Fairy product, across all major retailers.
The campaign will include TV and press ads, point of sale material and a promotional microsite.
Amy Dawson, marketing manager for Fairy, said: "Fairy understands the importance of everyday moments of togetherness, such as sharing a story."
This article was first published on marketingmagazine.co.uk
Agency: McCann Erickson