Taffy Entertainment’s just-launched broadband/VOD kids hub Kabillion has added more partners to its dance card. Germany’s EM.TV now holds 22.5% of the venture and will see catalogue series Staines Down Draines and The World of Tosh included in Kabillion’s VOD and online programming lineup. The ad-supported, multi-platform venture has also nabbed its first integrated sponsor in energy-drink company Nui Water.

According to Taffy co-CEO Bill Schultz, the advertiser is moving beyond the 15-second traditional spot and is instead financing a series of interactive sports shows that will be available on Kabillion’s VOD with content that drives viewers back to the website. First up is Curl it with Cobi, which features MLS soccer star Cobi Jones. At the end of the segment, viewers will be asked questions and directed to kabillion.com to find the answer or get more info. Of course, Schultz adds, both platforms are CARU- and COPA-compliant.

As for the service’s lead show, Bobby’s World (created by comedian Howie Mandel), fans of the comic’s Deal or No Deal should keep an eye out for the appearance of main character Bobby on tonight’s broadcast. The NBC game show that draws an average of 13 million viewers is scheduled to feature an animated segment in which Bobby will mention Kabillion.