In an effort to capitalize on the obvious synergy between Mickey Mouse and bleach, The Possibility Shop, a Web-video series produced with The Jim Henson Co. and exclusively sponsored by Clorox, will debut this week as the first-ever branded-entertainment program on Disney Online, according to AdAge.com.

The Possibility Shop was created to promote Clorox brands including Clorox disinfecting wipes, toilet-bowl cleaners and the new Clorox 2 laundry pre-treater, but the episodes will not feature the products themselves, instead being accompanied by Clorox-branded vignettes showing how each brand can help clean up the home, according to AdAge.com.

Clorox will also back The Possibility Shop with some magazine-advertising support, AdAge.com reported.

Clorox director of media Ellen Liu told AdAge.com:

The world is changing, and people are viewing all sorts of content in multiple places, whether it’s still on-air or online or on their phones, etc., so I think there’s a lot of growth to be had in terms of digital syndication.

And Disney Online vice president of advertising sales Brad Davis added:

Everything we’ve created before that has been Disney-driven. Now we’ve flipped that model where, in our case, we’re creating the product with the advertiser’s needs in mind and with the (online) guest’s benefit.