505's latest leftfield title, Naughty Bear, will be released on June 4th on PS3 and Xbox 360 – and the reaction from retail at a recent launch event suggests it could be one of the surprise hits of the year.

Naughty Bear is essentially a sociopathic cuddly toy who hasn’t been invited to the teddy bear’s picnic and is seriously pissed off about it. He takes his revenge on his sissy ‘mates’ by terrorising them with knives, baseball bats, firearms and an attitude that would earn him a stretch on the naughty step.

It’s been developed by A2M and definitely fits into the ‘you only really get it when you see it’ category. Which is why 505 invited top retailers and media to a special preview event in London last week.

The publisher was delighted with the reaction from all quarters and is determined to build on the momentum towards the summer launch.

Marketing director Alison Mitchell told MCV: “Naughty Bear is a totally unique proposition for the market place and one which 505 Games is very excited to release this summer."

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Players are rewarded for their imagination and cruelty with Naughty Points, but the other bears become tougher to scare as the game progresses – some of them may even be in danger of developing backbones.

“Naughty Bear is sure to become a favourite guilty indulgence as players take on the classic role of a wolf in sheep’s clothing”, added A2M’s creative director
David Osbourne.