Timmy is joining with Fairy Non Bio and Fairy Fabric Softener to front a new campaign.

The promotional push kicks off this month and will give customers the chance to collect three Timmy Time books by redeeming their receipts for Fairy products.

The Timmy Time books were created especially for the promotion by Egmont UK’s dedicated customer publishing department, CanDo. Egmont is, of course, the licensed publishing partner for Timmy Time in the UK.

The campaign is expected to reach more than 20 million UK households and will be backed by TV and press advertising and a microsite.

“We are really excited to be working with Fairy to provide UK families with exclusive Timmy Time books that we hope will encourage parents to sit down and share warm moments with their little ones,” said Sean Clarke, head of Aardman Rights. “Fairy is a strong fit for the Timmy Time brand and provides us with the opportunity to reach our target consumer, the primary purchaser, perfectly.”