Activision partners with Mumsnet

A whopping three-month ad campaign is underway for toy/game hybrid Skylanders: Spyro’s Adventure.

Activision has teamed up with the Mumsnet website to educate parents on its innovative new product.

The Skylanders: Spyro’s Adventure Starter Pack retails for 59.99 and comes with a copy of the game, three figures and a Portal of Power accessory. When a toy is placed on the latter, users can control the character in-game.

Ads will run until December to promote the game which arrives on October 14th.

We are working to execute a standout campaign which differs from traditional video games PR plans,” said European marketing director Ian McClellan.

Creative activities are planned across the kids, parenting, gifting, trade and specialist media landscape through launch and beyond. A key part of the campaign involves building a relationship with highly influential parenting
website Mumsnet.”

The news comes after Activision announced it was going on tour across Europe with kids TV giant Nickelodeon to put the game in front of children.

The marketing campaign will also include TV and online ads with an increased push during the Half Term school holiday in October. In December, 3D ads will run in cinemas during two blockbuster kids films.