Perhaps in response to Nintendo targetting moms as a potential market for the Wii, Sony has shifted gears in their ad campaigns for the PSP.

Under the tagline, "Sugarplums aren't the only things dancing in their heads," the company has just launched an interactive advertising campaign - on marthastewart.com, no less - that targets 35-60-year-old female gift givers.

The campaign will also run on AOL's Parenting channel, parenting.com and shopping.com. Quite a change from the PSP's 18-34-year-old core audience.

At the same time, Sony is also launching a promo program that will let people bring memory sticks or PSPs to more than 6,000 retail stores all over the U.S. to download game demos and online coupons. Sony will swap the content that's available for download every eight weeks, and retailers can even customize the material to promote specific titles.

Sony also has a pair of 30-second TV spots tagged "Find me." The spots tell the story of a guy searching for a girl (how cliched) via clues left in a Sony memory stick on his pillow. The spots will be combined into one 60-second commercial that tells the same tale with some variations in the storyline in December.