The movie stars Freddie Muniz, who is best known for his role of Malcolm in the BBC2 sitcom 'Malcolm in the Middle'. The movie is directed by Shawn Levy, who is also directing a US version of Nick Hornby's book 'Fever Pitch'.
The campaign for 'Big Fat Liar' has been managed by New Media Maze, an interactive marketing consultancy.
The site is being linked with the children's website and the address will feature on all of Universal's official press and television advertising.
Sue Patten, senior product manager at Universal Pictures, said: "The primary target audience for this title is eight- to-12-year-old kids, so Swapitshop.com provided the perfect platform to promote the title online."
Dave Smith, director at New Media Maze, said: "The strategy has allowed us to generate huge exposure for the 'Big Fat Liar' title while featuring the product on a high-profile site that kids visit in huge numbers and whose content they trust."
New Media Maze specialises in work for entertainment clients, and has also handled projects for EMI and Momentum Pictures.
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