, the Web site features animated films starring new characters as well as interactive games and adventures, and a whimsical world for children to explore.

WebbliWorld was conceived and is owned by Justine Maunder and Camilla Whitby, both with years of experience in the TV and advertising industries in the UK.

Heather Wright, head of Aardman’s TV commercials division, said WebbliWorld will have tie-ins to advertising clients, who will sponsor different sections of the site, in addition to two initial sponsors, Puffin Books and The World Wildlife Fund.