Mobile media company Player X has partnered with online games developer FreezeTag to co-launch the latest version of classic family toy Etch A Sketch across online and mobile games.
Under the terms of the deal, Player X has an exclusive worldwide licence to publish the mobile game version of the game across its distribution network of more than 150 global carriers and a potential audience of 2.5 billion people.
Addressing the industry need for convergence across casual games, the mobile game of Etch A Sketch will be available in December and the online game will be released a month later. The game combines creative drawing action with more than 100 levels of engrossing arcade-style arcade games and will appeal to both lovers of the family game as well as traditional casual gamers.
Building on the classic theme of the Etch A Sketch drawing toy, the mobile game also features interactive games starring Etch A Sketch-themed characters called “Knobbies” – all played inside the classic red frame.
“Etch A Sketch® is an ideal example of how a traditional toy can cross over into casual online and mobile games. By launching the mobile game at the same time as the online version, we are ensuring the audience has an opportunity to play wherever they happen to be,” said Tony Pearce, Player X CEO.
“With Etch A Sketch’s extraordinary brand recognition, we are confident that kids and adults alike will enjoy these new Etch A Sketch games and the new Knobby characters,” said Craig Holland, CEO of Freeze Tag.
Earlier this year, the company was selected as a Finalist for the prestigious 2007 Red Herring Top 100 Awards, was short-listed as Best Content Provider at the 2007 Meffys and won an award at the prestigious 2007 ME Awards, as well as being officially recognised as the 4th fastest-growing, VC-backed company in the UK.
