Sony is targeting children with the new PlayStation Vita Mega Pack.
The handheld bundle, which includes Vita, ten games and an 8GB memory card, will be promoted via a TV campaign that kicks off this month, plus a range of POS.
The ten games have been chosen to show off Vita's various functions, from the motion-controlled Wipeout 2084 to the camera-enhanced LittleBigPlanet.
Sony is trying to reinvigorate Vita sales with SCEA?boss Jack Tretton promising 85 new titles by Christmas.
SCE?UK's Ben Law told MCV: Vita has a very strong year ahead. We're aiming for a younger demographic than we have with previous campaigns.”
The Mega Pack has an RRP of 229.99, with a separate SKU that features just the games and memory card retailing at 34.99.
GAME, Amazon and Argos are selling the Mega Pack for 169.99.