Here's something that I suspect there's a lot more to find out about, but you've got to start somewhere...
Yes, it's a selection of crockery (for tots presumably) to tie-in with Playhour and Jack and Jill comics. I found these images with a bit of quick googling but there could be more lots out there.
As a tot myself I probably read these comics - I know this because we had a guinea pig and do we called him Gulliver (after his namesake in the comic). Good times.