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THQ inks multi-year Mattel deal

Publisher to create games based on toy properties including Pictionary, Barbie, Hot Wheels

Publisher THQ has signed a multi-year deal with toy maker Mattel to create games based on a number of properties including Barbie, Hot Wheels, He-Man and the Fisher-Price brand.

The first fruits of the relationship is a Pictionary game using THQ's successful Wii peripheral, the uDraw Game Tablet.

"We are excited to work hand-in-hand with the world's number one toy company to bring a new level of entertainment to its already incredibly popular brands," commented 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 videogames, 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 two companies said that multiple titles are already in the development stage, and will support all home console, handheld and downloadable formats.

"Mattel is synonymous with play and as such we continually seek creative opportunities to generate new ways to play with our brands," offered 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 videogames for kids and family audiences."

Previous videogames based on Mattel licenses such as Barbie and Hot Wheels have been published by Activision.

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Matt Martin avatar

Matt Martin

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Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.