Pampers’ latest marketing campaign in Russia will highlight the children’s character brand “Moonzy.”

EUROPE–Melnitsa Licensing Agency has partnered with Procter & Gamble Russia to feature the children’s media brand “Moonzy” on a variety of Pampers marketing materials.

As part of the agreement, P&G will have access to use the “Moonzy” character across its TV, digital media and print advertisement campaigns. The campaign also involves brand licensees in categories such as toys, textiles, publishing and sporting goods.

In addition, for each Pampers product purchase, consumers will receive an item for the “Moonzy” licensed merchandise collection.

The campaign is now active throughout Russia.