Turner Broadcasting’s upcoming kids’ comedy series, The Amazing World of Gumball, is launching alongside a robust social media campaign.

The UK-produced series, set to debut in September on Cartoon Network, charts the adventures of a blue cat called Gumball and his best buddy Darwin. It marks the first series from Turner’s European in-house development team, and it has already been commissioned for a second season.

Online initiatives include custom content from the show’s creative team that will be released on social media platforms such as YouTube, Facebook and Twitter. For instance, the broadcaster has ordered a total of 28 videos that will be distributed on YouTube via a page called Elmore Stream, named after the show’s fictional setting.

Also forming a part of the social media campaign is a Facebook page housing clips, quizzes, questions, quotes and a host of show information. Both the YouTube and Facebook activity will feature in eight territories across EMEA and in 15 languages, and will be managed by creative agency Holler.

Additionally, Gumball’s dad Richard Watterson will be given his own Twitter account and his sister Anais her own Flickr account.

The digital initiatives are designed to add another layer to the kids’ TV series by enabling fans to engage with the show’s characters on multiple platforms.