Nelvana has signed on Hasbro as corporate underwriter for its new PBS Kids Bookworm Bunch, the u.s. pubcaster’s first-ever Saturday morning children’s programming block.

Under the agreement, Hasbro’s Playskool brand will serve as the underwriter for one year.

The Bookworm Bunch, debuting Sept. 30, will feature three commercial-free hours of original animated programming each week, with six all-new, half-hour series based on well-known children’s books, including Maurice Sendak’s Seven Little Monsters, William Joyce’s George Shrinks, Betty and Michael Paraskevas’ Marvin the Tap Dancing Horse, Andrea Beck’s Elliot Moose, Rosemary Wells’ Timothy Goes to School and Don Freeman’s Corduroy.

As a sponsor of the block, Hasbro is scheduled to receive six, 15-second underwriting spots during the three hours of programming.