The Children's Play Council, which has been given 15m to administer the programme for five years, launched the project yesterday (28 March).
A web site and advice line have gone live, and application forms for the funding are now available.
Adrian Voce, director of the council, said: "This gives the play sector a chance to secure more mainstream recognition."
Local authorities have already been told how much funding they are eligible for. Voce said there are four windows for applications, running to September 2007.
In Northern Ireland, the Office of the First Minister and Deputy First Minister has said it will produce play policies. In England, the Government has said it will produce a "vision" document for play this summer.
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