uDraw arrives in toys shops

THQ?s creative gaming peripheral will be supported with a £2 million TV campaign.
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THQ has become the latest video games firm to target the toy market.

The company’s uDraw peripheral is already selling in the likes of Toys R Us, Smyths and Hamleys, and now THQ wants independent toy retailers to stock the game tablet.

Speaking to ToyNews, Emma Reader, senior product manager at THQ, said: “The uDraw GameTablet allows players to tap into their imaginations, complete art lessons, engage in creative activity-based gameplay, or simply draw freestyle with a wide variety of brushes, colour palettes and art tools.”

The uDraw was first launched on the Nintendo Wii in March and has sold 1.7 million units worldwide. It is also available for Xbox 360 and PS3.

Commenting on the uDraw’s software line-up, Reader said: “For boys we have the action title Marvel Super Hero Squad: Comic Combat on all formats and for the girls on uDraw Wii only we have the adorable Disney Princess: Enchanting Storybooks. uDraw is a long-term brand for THQ so watch this space.”

A version of Mattel’s Pictionary is also available for family play. THQ will support the uDraw with a £2 million TV push. Social media, VoD advertising and a presence in kids media are also running, and THQ has also signed Henry Winkler, aka The Fonz, as a brand ambassador.

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