Hudson, Ohio-based toyco The Little Tikes Company and its parent company MGA Entertainment have partnered with L.A.-based youth and lifestyle production shop Concrete Media on a brand new commercial initiative targeting Millennial moms and kids.

But instead of launching on US broadcast and cable channels first as traditional TV toy spots, the Cozy Coupe and Factory Tour campaign has kicked off online as digital video spots.

One 30-second spot features the toy brand’s iconic red and yellow bubble-shaped interactive kids car, the Cozy Coupe, and unfolds like a sleek, high-performance car commercial, while another long-form ad is a humorous role-reversal spot that shows kids as the company’s executives in a Little Tikes factory tour.

Additional behind-the-scenes and blooper spots have also been produced for the campaign which comes in advance of the important Black Friday, Cyber Monday and December holiday season in the US.

Here’s a look at the factory tour ad: