THQ quits licensed kids games sector

Ben Parfitt
THQ quits licensed kids games sector

We’re used to publishers broadening their reach and distancing themselves from the core, but a new strategic shift from THQ is seeing it do the opposite.

The firm has confirmed its intention to “exit its relationships” with licensed kids entertainment IP holders.

THQ’s back-catalogue of recent years features some of the strongest kids brands in the world, with titles including Kung Fu Panda, Spongebob Squarepants, Scooby Doo, Cars, My Little Pony and Bratz.

Indeed, licensed kids games are no longer the cash-cows they once were – a fact many blame on their normally poor quality.

Instead the company now intends to focus on its core video game franchises and digital initiatives. It also outlined plans to support emerging platforms early on in their cycle.

Specifically, THQ intends to “optimise” its current generation portfolio and move quickly to establish new IP on any upcoming new machines.

“THQ will be a more streamlined organization focused only on our strongest franchises,” president and CEO Brian Farrell stated.

“The success of Saints Row: The Third is an example of what our revised strategy and focus can achieve. We have now shipped 3.8m units globally and are currently expecting to ship between 5m-6m units lifetime on this title.

“Additionally, our robust digital content offerings for this game have resulted in the highest digital revenue of any console title in our history.”

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Tags: THQ , Digital , core , strategy , licence , license , licensed , kids

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