Nintendo hunts for brainiest family

In a bid to promote its best-selling Wii hit Big Brain Academy: Wii Degree, Nintendo has launched a new initiative to find Britain's brainiest family.

The campaign, which will be promoted via TV, online and other media advertising, will see the firm tour ten of the busiest shopping centres in Britain throughout October as it runs gameshow-style competitions, where families will compete with each other while playing the game.

“Given the ground-breaking success we’ve seen with Big Brain Academy on Wii so far, we didn’t want to rest on our laurels and began to look at re-promoting it at Christmas,” said Wii product manager Robert Lowe.

“We came up with the idea for Britain’s Brainiest Family – with the prize being university fees paid for the winning family’s kids.

“We are hoping to get more than 33,000 people playing Big Brain Academy on DS and Wii over the period of the tour.”