Mattel sharing its toys with THQ

THQ and Mattel have entered a multi-year partnership that will see the toy company's most popular franchises developed as games for consoles, computers and portable devices.

Announced today, the deal gives THQ the keys to Mattel's toy chest which includes access to classic brands such as Barbie, Hot Wheels, Masters of the Universe and Polly Pocket. It also kicks off what is likely to be a slew of Mattel branded content for THQ's uDraw GameTablet.

Above: I have the power!! (to expand THQ's consumer base!!)

Extolling the many (lucrative) benefits to its union with Mattel in a press release, THQ’s Executive Vice President of Kids, Family and Casual Games Martin Good stated, “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.”

UFC He-Man? Extreme Beach Volleyball Barbie? Polly Pocket Kart Racer? The possibilities are endless, although THQ is likely to play it PG as they've done in the past with other family-friendly properties such as Spongebob Square Pants, Scooby Doo and Nickelodeon branded fare. Still... Saints Row: Eternia? I'm justputting it out there...

Jan 5, 2011

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And it's in a big red hole

Matt Bradford wrote news and features here at GamesRadar+ until 2016. Since then he's gone on to work with the Guinness World Records, acting as writer and researcher for the annual Gamer's Edition series of books, and has worked as an editor, technical writer, and voice actor. Matt is now a freelance journalist and editor, generating copy across a multitude of industries.