Warner Bros. says it's counting on Scribblenauts to start a new puzzle franchise, getting a taste of the same success that a certain top-hatted DS puzzler has enjoyed. "What Scribblenauts offers is something akin to Nintendo's Professor Layton – an addictive and challenging game that has real mass-market appeal all wrapped up in a uniquely stylised package," said WB marketing manager Phil Lamb.

He seems to be making a logical argument until dropping this bon mot: "Many forum users are saying the game is the biggest incentive they've had to revisit their dormant DS in a long time." So ... umm ... did they not know Professor Layton and the Diabolical Box was out or what?

This article was originally published on Joystiq.

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