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.
Helgeson must be excited.
i sure hope they don't plan on making games of those "most popular products". unless maybe they could put a rock em sock em robot in the next punch out
They do realise that lots of parents that have children at the age to enjoy these types of toys and therefore this subject matter in games don't even allow their children to play video games right? I smell a future full of suck and fail for THQ in regards to this endevore.
"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."
Sounds like a boatload of quality, hardcore games are on the way from THQ
Smackdown vs. Raw vs. Rock 'em Sock 'em Robots?
I would like to see Tim Schafer's take on Masters Of The Universe
THQ and Mattel...can we have Barbie as a sparring partner in UFC next year please?
“We are excited to work hand-in-hand with the world’s No. 1 toy company"
So they're also working with Hasbro now?
Good for them?
At least this means we have a slight chance of getting some family friendly games for parents to at least be willing to sit through with their kids.
What happened to kids with PHYSICAL toys and board games?
Hold Up.... Mattel owns Hot Wheels AND Matchbox!?! Hey, if someone could just make a halfway decent racing game with those franchises, I'd be happy.
Makes sense THQ makes kid games.
lets see if mattel make the figures for the upcoming movie "real steal" its pretty much what rock'em sock'em robots would look like in the real world lol.
I'll care about this in about 5 years or so when my kid starts gaming.
How am I not surprised about this deal