The lights are on
THQ announced today a strategic partnership with Mattel that will draw from the overflowing well of products and properties in the toy manufacturer's portfolio. The multi-year partnership is intended to strengthen THQ’s reach with kids and family titles.
THQ plans on taking advantage of Mattel’s most popular brands, including Barbie, Hot Wheels, Fisher-Price, Monster High, Rock ‘Em Sock ‘Em, Masters of the Universe, and Polly Pocket.
“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 uDraw 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.”
The deal will see THQ developing and marketing the titles with a multi-platform focus. The standard roster of platforms and handhelds are expected, in addition to mobile devices, social networks, Xbox Live, PSN, and WiiWare.
“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 Mattel already have several titles in the works, the first of which will see a holiday release.
Other recent THQ partnerships include a multi-game deal with Tim Schafer’s Double Fine, and another with Pan’s Labyrinth director Guillermo del Toro.
THQ recently opened the doors of its Montreal studio, and during the festivities THQ Executive Vice President of Core Games Danny Bilson noted that the studio will focus strictly on AAA titles. THQ appears to be approaching expansion both the casual and core markets quite aggressively.