Viva Piñata™ — one of the most buzzed-about new kids’ entertainment properties of the year — from Microsoft Corp., Rare Ltd. and 4Kids Entertainment Inc. will make its debut this Saturday morning on 4Kids TV on FOX. The computer graphics (CG) animated series produced by 4Kids Entertainment and Bardel Entertainment will act as a springboard for the new franchise, which will also include an Xbox 360™ video game from Microsoft Game Studios and other licensed merchandise.
Created by U.K.-based developer Rare, Viva Piñata is the first property to be introduced as part of an alliance between Microsoft and 4Kids Entertainment. It not only marks Microsoft’s efforts to broaden the Xbox 360 audience beyond core gamers, it solidifies 4Kids’ role as a leader and innovator in the world of children’s entertainment marketing and licensing. Families can also gear up for even more piñata fun with the “Viva Piñata” video game, developed by Rare exclusively for the Xbox 360 video game and entertainment system; the game will be launched this holiday season.
“Today is an exciting day as we continue to reach out to new audiences and introduce families to a vibrant world that will not only entertain, but also inspire creativity and imaginations on many levels,” said Shane Kim, corporate vice president of Microsoft Game Studios. “People of all ages are invited into the Viva Piñata universe, where they will meet a cast of wacky characters and enjoy an immersive interactive experience with the Xbox 360 game and Viva Piñata merchandise.”
If hype were horses, marketers would ride. I’ve swatted this pinata previously and not much came out, but then I’m not part of the target demographic. Maybe the tykes really do want an immersive interactive experience with merchandise.