Activision turns to Mumsnet for Spyro campaign

As part of an extensive three-month marketing campaign to promote the upcoming Skylanders: Spyro's Adventure, Activision is partnering with the influential parenting website Mumsnet.

Activision is predicting big things for Skylanders thanks to the game's Portal Of Power accessory. When one of 32 licensed toys is placed on the portal, it becomes playable in the game, with each character given their own powers. Unlocked achievements and abilities are stored on the toy itself. The publisher says Skylanders represents "an entertainment breakthrough for the toy and videogame industries."

European marketing director Ian McClellan told MCV: "We are working to execute a standout campaign which differs from traditional videogame PR plans. 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."

It's a canny move from Activision to actively court one of the internet's most influential communities. It boasts 600,000 registered users, and was deemed so important in the run-up to last year's general election that both David Cameron and Gordon Brown partook in live web-chats with the site's members.

Skylanders will be released in a bundle containing the game, Portal Of Power and three toys for £59.99 on October 14.