Eidos has unveiled plans for the promotional blitz backing upcoming kids title Mini Ninjas.

The IO Interactive action adventure is due for release on September 11th, and has already been backed by a summer pre-awareness campaign, including 60-second cinema ads in front of family movies and dedicated TV sponsorship.

This has been joined by a big online push, including typical banner advertisements, ringtones, wallpapers and  mini-games. Meanwhile, during the launch period, Eidos will introduce TV advertising as well as school, outdoor and leafleting activity.

“With Mini Ninjas we feel that we’ve created characters, a story and a world that has as much depth and emotion as any blockbuster animated movie out there,” Eidos UK marketing director Jon Brooke told MCV.

“We have put a lot of work into the Mini Ninjas marketing campaign and believe we have a really well-developed and exciting plan.

“We feel the time is right to bring out a game that’s built for today’s market, one which appeals to a wide audience. There aren’t that many new brands coming to market, so those that do emerge you know the publisher has a good feeling about.”

The developer has also hinted that Mini Ninjas could become a big brand for Eidos, with the prospect of extending it beyond the video game space and into new areas.

“Of course our dream is that Mini Ninjas develops into more than a video game,” said Justin Hills, IO Interactive’s marketing director.

“We all have the fantasy of seeing kids with Mini Ninjas toys or lunch boxes or watching a Mini Ninjas movie one day, but we are taking everything one step at a time. We fully appreciate that this is a market dominated by big budget movies and established franchises.”