Drum MD Karen Hughes said the promotions could involve behind-the-scenes visits to the centre in west London where the in-house robots are produced for the programme, which has notched up audiences of four million.
She added: 'It is an unusual brand as it has a strong youth and adult audience, but our strategy is that it is the youth that will drive adult purchases. We will pull in the 35 to 40- year-olds who are buying it for the family that way.'
The video titles will include never-before-seen TV footage and an interactive DVD that will allow the viewer to change the positions of the camera.
Hughes will lead a team of four working on the campaign, reporting to Nigel Wood, director of the licensing and copyright at ILC Group, the company that is producing the products.