THQ will target kids with a new multi-year, multiplatform "alliance" with Mattel -- that's for sure. What we're not so sure about is whether those targets are intended to be kids of the 80s or their kids of today. A news announcement reads like a who's who of garage-sale name drops: Barbie, Hot Wheels, Fisher-Price, Rock 'Em Sock 'Em Robots, Masters of the Universe, and even Polly Pocket (who's apparently still going strong these days).
While the deal with Mattel encompasses games that could appear on any platform imaginable, THQ did specifically note the potential in re-introducing the toy maker's brands through the uDraw GameTablet for Wii. "As we have shown with the combination of uDraw and Pictionary, there is enormous potential for the strategic relationship between THQ and Mattel," said Martin Good, executive veep of THQ's Kids, Family and Casual Games division.
The brilliant part about all this is that when you hand over THQ's Tablet and a copy of the He-Man: By the Power of Grayscale drawing game to the GameStop clerk, you simply say, "It's for my kid" -- and he sort of has to believe you.