NEW YORK (AP) — To impress kids these days, it's not enough to make another video game.

Mere action figures won't do, either.

So Activision is merging the two.

With "Skylanders: Spyro's Adventure," Activision is using some of its "Guitar Hero" technology in a new venture that's part handheld toy, part digital entertainment.

Aimed at kids, "Skylanders" is among the latest and most ambitious game in a growing genre that blends a child's physical world with a video game and online media.
 

The new game marks Activision's latest stab at a must-have holiday hit, less than a year after it killed off its iconic "Guitar Hero" franchise.
 

"Skylanders" is available for $70 beginning Sunday in North America.
 

The game is rated E10, meaning it's suitable for everyone over 10.