The new program, which makes its on-air debut today, is designed to ignite the love of reading and writing among children and advance their proficiency in these critical skills.

eToys said its underwriting of the show, the company's first major TV sponsorship, significantly advances the brand's commitment to children's literacy and aligns it with a high-quality, family-oriented broadcast property. The new series was created by several of the major contributors to the children's TV classic ``Sesame Street,'' including the Grammy and Emmy Award-winning composer, lyricist and author Chris Cerf; former head writer Norman Stiles; and ``Muppets'' creative force Michael Frith.

As part of the company's on-air and online marketing efforts, eToys will run 15-second opening and closing credits that extend the company's ad theme, eToys: Where Great Ideas Come to You. The themed credits will highlight eToys' support for the series' mission to help young children master essential literacy skills and inspire them to enjoy reading, writing and storytelling.

Additionally, the company will also introduce next month a Between the Lions feature shop at its Web site (www.etoys.com). The shop will offer Between the Lions children's products and rich content built around the literacy theme of the show, including feature interviews with the show's creators and tips on how to spark children's interest in reading.

``The sponsorship joins us with the absolute gold standard in children's programming,'' said Janine Bousquette, senior vice president of marketing for eToys. ``PBS's Between the Lions is an educationally ambitious program that sets a new production standard in this area. The show's dedication to enriching children's lives perfectly complements our own approach and provides an excellent medium to help extend eToys' brand message.''

eToys' sponsorship of Between the Lions marks the second major literacy initiative the company has supported over the last six months. Last fall, the company launched its Rosie's Readers program, a national children's reading project with TV personality Rosie O'Donnell.

Between the Lions, produced by PBS Boston affiliate WGBH and Sirius Thinking Ltd., incorporates a mix of entertainment to help children ages four to seven learn to read. This centerpiece of PBS Kids' spring lineup uses music, stories, animation, live-action and puppetry to advance its educational mission of motivating children to want to learn to read and write.

[Update 4/03/2000]