14 DAY TRIAL // Video game publisher THQ and well known toy creator Mattel Inc. have announced that they have entered a multi year alliance which will see the companies collaborate to make sure that their intellectual properties can be shared and can reach as many customers as possible.
THQ has announced plans to introduce video games based on toys like Barbie, Hot Wheels and the products coming from Fischer-Price, all of them aimed squarely at kids and built using the experience that the publisher already has in the field.
The games will arrive on the PC and on home console but also on Xbox Live Arcade, the PlayStation Network and the WiiWare service for the Nintendo home platform.
The first result of the collaboration will be a Pictionary game which will be launched on the uDraw GameTablet, which THQ has launched just before the holiday season.
Martin Good, who is the executive vice president of the Kids, Family and Casual Games division at publisher THQ, has stated when the announcement was made that, “We are excited to work hand-in-hand with the world’s No. 1 toy company to bring a new level of entertainment to its already incredibly popular brands.”
He added, “As we have shown with the combination of uDrawTM and Pictionary, there is enormous potential for the strategic relationship between THQ and Mattel. Through video games, we can build on some of the most famous and classic toy properties in the world, as well as unlock the entertainment potential of the newest creations from Mattel.”
Chuck Scothon, the general manager of the Mattel Digital Network, added, “Mattel is synonymous with play and as such we continually seek creative opportunities to generate new ways to play with our brands,” said “Partnering with THQ extends the connection consumers have with our brands to a deeper multi-platform experience with video games for kids and family audiences.”