Disney U.K. has teamed up with the pregnancy and parenting website BabyCentre in a yearlong partnership that will feature Winnie the Pooh.

Through a range of brand extensions including products as well as digital and mobile content, Disney U.K. will connect with BabyCentre’s 2.9 million expectant and new mums at every key milestone of their journey.

The campaign will offer moms direct access to Winnie the Pooh products including apparel, homewares, feeding items, nursery décor and toiletries, now available at specialist retail partner Mothercare.

The program will offer users Winnie the Pooh-branded content including articles, videos, resource pages, sponsored community groups and personalized e-mails. A dedicated Winnie the Pooh blog series on the website will follow a BabyCentre blogger as they test and share their experience using Disney Baby and Winnie the Pooh products.

“We recognize that online communities are significantly important to expectant and new mums who are seeking advice and inspiration that’s engaging, informative and easily accessible at every stage of their journey as parents,” says Justine Finch, marketing director, Winnie the Pooh, The Walt Disney Company U.K. and Ireland. “With almost half of its users expecting a baby and 73 percent of users already a parent to at least one child, partnering with BabyCentre allows us to develop a strong connection with mums–the target audience for Winnie the Pooh–from as early as pre-conception and stay with them through their child’s early life.”

Disney U.K. has also launched the Winnie the Pooh Laureate competition, which will crown five regional winners whose stories celebrate their area’s local history and landmarks in a unique way.