At E3, the huge video game trade show that kicks off in LA on Tuesday, the main attention usually falls on first-person shooter titles aimed at teens or young male gamers. Games targeted at children can easily get lost under the bright lights.

Activision Blizzard, known for “Call of Duty” and ”World of Warcraft” is trying to change this by backing its new kids game, “Skylanders” with a hefty marketing push at E3.

“It’s getting the full triple-A treatment,” said Laird Malamed, a senior vice president of development at Activision.

“I don’t rememeber a triple-A product launch of new intellectual property like this,” said Malamed, who added that he helped launch the first ”Call of Duty” game in 2003.

“Skylanders,” which is aimed at 6- to 10-year-olds, features action figures that come to life onscreen when you hook them up to consoles. A chip inside the figure stores its characters’ achievements and progress within the game. ”Skylanders,” which also goes by the nickname ”toys with brains” was written by Toy Story scribes Alek Sokolow and Joel Cohen.