Microsoft partners with 4Kids on new children's property

January 18th, 2006, 19:40 Posted By: wraggster

Undisclosed children's entertainment property in development

Microsoft Game Studios has entered into an exclusive agreement with children's entertainment firm, 4Kids, which will act as the global licensing agent on a new undisclosed children's property.

4Kids Entertainment, which currently looks after a number of popular children's brands including Yu-Gi-Oh! and Teenage Mutant Ninja Turtles, will serve as MS Studio's exclusive licensing agent for videogames, broadcast, music, and merchandising rights.

Alfred R. Kahn, chairman and CEO of 4Kids Entertainment, commented: "We are thrilled to serve as the partner of choice and act as the vehicle for Microsoft to broaden its appeal among a more mainstream market focusing on children and family entertainment. We are confident our strong track record in developing integrated marketing and merchandising programs designed specifically for kids will enhance the future success of Microsoft Game Studios."

There has been no confirmation to date on any specific gaming titles to de developed under the terms of the new agreement, though it is thought likely that Rare, which has the most experience in developing children's games for Microsoft, may be involved in the creation of an entirely new IP, or the next-generation re-invention of a classic children's branded game.

Ed Ventura, Microsoft's director of franchise development added: "We are excited to explore the opportunities our collective efforts can create when we combine 4Kids's proven expertise in bringing engaging children's properties to life with Microsoft's leadership and knowledge of interactive entertainment."

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