Toys for the junior members of your family and maybe some of the big kids too. Character toys are often based on what's on TV and when you see what we have on channels like CBBC, CBeeebies, CITV, Nick junior, Disney Junior plus many others this becomes evident.

Since we have seen many TV / Toy and Movie / Toy tie ins its become the norm if you like for this practice. We see card games become cartoons and cartoons become toys.

The fact is we like that. It allows an extension of the programme in our front rooms and children's rooms. They can take action figures over duvet landscapes and carpeted battlefields. This use of imagination can help children express themselves, promote social interaction and to be honest just be fun!