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TDK, Activision To Partner On <i>Shrek</i> Game Sequel

23 May, 2002 By: Hive News

TDK Mediactive, Inc. and Activision, Inc. today announced a strategic agreement to codevelop and copublish video games, starting with a collaboration on the sequel to TDK-licensed Shrek.

The first Shrek title to be released under this agreement is expected to launch on multiple platforms simultaneously with the theatrical debut of DreamWorks Pictures' Shrek sequel.

"TDK Mediactive was early to recognize and champion the value of the Shrek video game franchise and did a phenomenal job in managing the property," said Brad Globe, head of DreamWorks Consumer Products. "We view their teaming with Activision as a significant boost for Shrek, as under their combined effort and reach we expect the Shrek franchise will achieve even greater heights of interactive game play and retail performance."

Shrek was one of the highest-grossing films for 2001 with worldwide box office revenues of nearly $500 million. Additionally, Shrek is the bestselling DVD title of all time and was the No. 1 video release for 2001.

Sales of TDK's Shrek-based interactive entertainment titles have exceeded a million units to date. The majority of the games are available in six languages in North and South America, Europe and Australia. TDK will continue to exclusively produce, develop, market and distribute original Shrek-themed games on all applicable platforms worldwide for calendar 2002 and 2003.

"Our agreement is a win-win opportunity for TDK and Activision," said Vincent Bitetti, TDK CEO. "It unites the substantial strengths and worldwide reach of both our organizations while serving to both expand and diversify both of our businesses. In teaming with Activision, we are substantially expanding the market and brand fire power we can collectively bring to games, leading off with our larger-than-life Shrek franchise. We are confident this partnership will lead to even greater success with the Shrek sequel games."

Additionally, TDK and Activision have agreed to codevelop and copublish a yet-to-be-announced title originating from Activision's portfolio of video game brands. Throughout the relationship, TDK and Activision will maintain control over development and marketing of their respective properties and licenses, while pooling their industry expertise, resources and global brands.

"The agreement with TDK fits perfectly with Activision's strategy of developing and publishing games for all video platforms based on proven, brand-name properties," said Ron Doornink, president and COO of Activision, Inc. "And what a property to collaborate on. Shrek reinvented the traditional fairy tale with its colorful characters, sarcastic wit and rich computer-generated animations and today is one of the premier animated film and video game franchises. We are thrilled to extend our existing Activision Value relationship with TDK Mediactive into next-generation platform games, and believe the properties we intend to share will form the beginning of a very powerful relationship.”

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