THQ to Bring Barbie, Hot Wheels, Fisher-Price and More to Video Game Consoles for Kids and Families.
AGOURA HILLS, Calif., Jan 05, 2011 (BUSINESS WIRE) — THQ Inc. (NASDAQ: THQI) will open the vast toy chest of Mattel, Inc. (NASDAQ: MAT), to develop and publish video games under a new, multi-year alliance that both companies announced today.
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(R) Arcade, Playstation(R) Network and Nintendo WiiWareTM Network.
THQ also plans to bring Mattel’s brands to its popular uDraw GameTablet(TM), an innovative new accessory launched just prior to the holidays that quickly became one of the season’s most sought-after gifts. Pictionary(TM), 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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