A creator-led partnership rooted in family connection, co-op gameplay, and authentic storytelling
Fitness entrepreneur and digital creator Tammy Hembrow has partnered with Konami’s Survival Kids to showcase how video games can bring families together. The campaign celebrates the launch of the game’s physical edition and highlights how Survival Kids turns an ordinary evening at home into a fun, shared family experience.
What Is Survival Kids?
Survival Kids is a cosy co-op adventure game available exclusively on Nintendo Switch 2. The game encourages players to explore mysterious islands, craft items, and work together to survive. Designed with teamwork in mind, Survival Kids is built for families who want to play together rather than alone.
The game focuses on communication, problem-solving, and shared discovery, making it ideal for family gaming sessions.
One of the standout features of Survival Kids is GameShare. This allows families to play together across Nintendo Switch 2 and the original Nintendo Switch using just one copy of the game.
GameShare makes Survival Kids accessible and great value for money, removing the need for multiple new consoles and allowing everyone to join the adventure easily.
The Ultimate Family Night In
The campaign centres around the idea of the Ultimate Family Night In. Tammy’s content shows how Survival Kids fits naturally into real family life, from relaxed evenings on the sofa to spontaneous gaming moments filled with laughter and teamwork.
By keeping the setting authentic and relatable, the partnership shows how gaming can be a positive, shared activity for families of all ages.
@tammyhembrow Ultimate fam night in playing Survival Kids on our Nintendo Switches. Ps when you play with GameShare you only need one copy of the game, so it's great value for families the kids lovedddd this, such a fun school holidays night and a perfect Christmas gift! #SurvivalKids #NintendoSwitch2 @Konami ♬ Diary – Bread
Tammy Hembrow is a globally recognised content creator, entrepreneur, and mother with a highly engaged online audience. She is best known for her honest and relatable content focused on fitness, motherhood, and everyday family life.
As a parent, Tammy naturally connects with audiences who value quality time at home. This makes her a strong and authentic partner for a family-focused gaming campaign like Survival Kids.
Why this works
This partnership works because it feels genuine. Survival Kids is about connection, collaboration, and shared experiences, which aligns perfectly with Tammy’s family-led content. Rather than a traditional advertisement, the campaign shows the game being enjoyed in a real home setting.
By presenting gaming as a way to bring families together, the campaign helps position Survival Kids as more than just a video game. It becomes part of modern family life.