Skylanders: Spyro's Adventure presents a new way to tie toys to video games.
Coming this September, It's a 3D action title for consoles, computers, the internet, handhelds and mobile devices.
When kids purchase a new collectable it gives them the chance to play with the character in game.
By simply placing the figure on the provided portal (pictured), its likeness instantly appears on screen. Each character has its own special powers and abilities. In-game items and experience can be saved to the playing peice.
Eric Hirshberg, CEO of Activision Publishing said: "It brings the physical and virtual worlds of play together in a whole new way.
"Imagine a kid taking his Skylanders toy and bringing it to life on his Xbox 360 one day, then bringing it to life on his friend's PS3 the next day, then bringing it to life inside his 3DS and playing it in the back of his parents' car the next day.”
There will be 30 collectables priced under $10. These mini-figurines will sell at both toy and gaming specialists, with Activision aiming to hit a broad range of retailers.
An initial bundle including the game and three figures will be priced at around $60.
The figurines are manufactured by the Californian company Toys for Bob.
Skylanders is one of two Activison toy projects. Last week, the publisher announced Wappy dog – a robotic toy pet controlled by the Nintendo DS. Will more games companies follow suit?