Warner Bros Interactive Entertainment believes that innovative new DS puzzler Scribblenauts can emulate the success of Nintendo smash Professor Layton.

The publisher is backing the title with a major TV campaign and Q4 sampling tour to drive home Scribblenauts’ mass-market appeal. The title picked up 35 Awards at this year’s E3, and Warner believes it could be the first in a new franchise.

“The stylised look of Scribblenauts offers something fresh and friendly that doesn’t appear intimidating” Warner Bros marketing manager Phil Lamb told MCV.

“That combined with the addictive gameplay means that it will definitely strike a chord with casual, female and maybe even ‘grey’ gamers. 

“What Scribblenauts offers is something akin to Nintendo’s Professor Layton – an addictive and challenging game that has real mass-market appeal all wrapped up in a uniquely stylised package.”

He added: “We fully expect this title to be the start of a brand new franchise in the DS puzzle market.”

Print ads for the title will appear across lifestyle and national publications. A two phase TV campaign, which includes promotional spots around launch and a further push at Christmas, is planned.

Scribblenauts will headline a Warner sampling tour of shopping centres and events, from mid-October to Christmas.

Lamb added: “Many forum users are saying the game is the biggest incentive they’ve had to revisit their dormant DS in a long time.”