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.
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