It's been a sad story for Tony Hawk Shred, which managed to move a miniscule amount of product -- 3,000 units in its first week, to be exact. Despite marketing efforts such as putting Al Roker on a board and letting him go to town, it would seem that Tony Hawk Shred is bound to the same fate as Tony Hawk Ride. But with the holiday gift-buying season in full swing, Activision has hopes it'll see "a bigger ramp-up" in sales as the holiday season progresses.

In talking to Gamasutra, Activision's CEO of publishing, Eric Hirshberg, admits that the company needs to "build awareness" for the title -- Hirschberg says Shred was selected as one of the top 12 holiday gifts on The Ellen DeGeneres Show (worked for Kinect!) and is banking on that exposure -- but attributed some of the sequel's lack of commercial success to the fact that, for the first time in franchise history, it's solely being marketed to kids. It's also "a gift-oriented game," he said, which plays into Activision's hopes that more units will fly off the shelves as consumers get to shopping.

For the full interview, a majority of which talks about Call of Duty: Black Ops, hit up the source link below.

This article was originally published on Joystiq.

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