THQ And Mattel Enter Multi-Year Alliance
January 5, 2011

THQ to Bring Barbie®, Hot Wheels®, Fisher-Price® and more to consoles.

THQ will open the vast toy chest of Mattel, to develop and publish video games under a new, multi-year alliance that both companies announced today.

 
Extending deep into Mattel’s broad portfolio of popular brands, the agreement with Mattel builds on THQ’s strength in kids and family games. Partnering with Mattel, the global leader with the most recognized brands in the toy industry, THQ plans to produce and distribute video games based on Barbie®, Hot Wheels® and Fisher-Price®. The companies will also collaborate to expand the video game and interactive potential of newer properties such as Monster High™ and longtime Mattel favorites such as Rock ‘Em Sock ‘Em® Robots, Masters of the Universe®, Polly Pocket™ and others.
 
The multi-platform deal will focus on THQ designing, developing and marketing games for consoles and handheld systems; personal computers; mobile devices and social networks; and popular online gaming portals such as Xbox Live® Arcade, Playstation® Network and Nintendo WiiWareTM Network.
 
THQ also plans to bring Mattel’s brands to its popular uDraw GameTablet™, an innovative new accessory launched just prior to the holidays that quickly became one of the season’s most sought-after gifts. Pictionary™, one of the first titles for the uDraw GameTablet, and based on the popular Mattel game, showcases the technological and creative potential of the new relationship – and the opportunities to combine world-renowned brands with new concepts in digital entertainment.
 
"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," said Martin Good, THQ’s Executive Vice President of Kids, Family and Casual Games. "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."
 
"Mattel is synonymous with play and as such we continually seek creative opportunities to generate new ways to play with our brands," said Chuck Scothon, General Manager of the Mattel’s Digital Network. "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."
 
THQ and El Segundo, Calif.-based Mattel are already in the development stage on multiple games, the first of which are scheduled for release next holiday season. Details of these titles will be formally announced in the coming months.
Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.

 

 

 

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