Eric Hirshberg, CEO of Activision Publishing has said it's too early to label Tony Hawk: Shred a flop, despite shifting only 3,000 copies during its first week on sale.

It certainly sounds like a disaster for Activision's second title to utilise the board controller, but the publisher's reckons the holiday gift buying season could reverse Shred's fortunes.

"There's hopefully a method to that madness," Hirshberg told Gamasustra. "For the first time we're targeting that game to kids. It's a gift-oriented game, but, that said, we need to build awareness for the game still. ... I think you'll hopefully see a bigger ramp-up as we get further into the gift giving season."

Hirshberg revealed that The Ellen DeGeneres Show - one of the highest viewed daytime shows in the US - has just named the game as one of the Top 12 gifts for the holiday season.

In order to pick up an audience Shred is going to need to find some sales momentum and appearing in a must have holiday gift list seen by millions is a great start in making this happen.

It's easier said than done, however, with items such as Kinect for Xbox 360 likely to be a more attractive purchase.