Terms of the sponsorship weren't disclosed. Toyota will use the sponsorship to spotlight its redone Toyota Sienna minivan, which launches in the spring.
The music series' previous sponsor was the Egg Board.
Toyota Marketing Communications Manager Deborah Meyer said the buy marks Toyota's return to early-morning TV and that it plans signage and other on-site activities at Rockefeller Plaza, where the concerts are staged.
Toyota's U.S. division is based in Torrance, Calif.