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Ubisoft to teach girls how to be girls? photo

According to a recent Ubisoft press release, they plan on launching a DS-based line of games targeting 14-16 year old girls called Imagine -- and I find myself somewhat amused by the content. Falling much into the stereotypical view of the adolescent female, the games expected to hit shelves in October will include such hits as: Fashion Designer, Animal Doctor, Babyz, and Master Chef. Figure Skater is slated to be released in early 2008.

I can already envision a sea of little boys making weird faces and referencing words like "cooties" and "yuck". No folks, I'm not making this stuff up. Well... maybe that last part about cooties, but you get the point. All jokes aside, Ubisoft hopes the Imagine line of games will cater to the somewhat overlooked young girl's market, as you can see: 

Ubisoft is excited to finally offer young girls a line of games that give them the chance to explore their hobbies and interests in interactive and creative experiences, said Helene Juguet, senior director of marketing at Ubisoft. Our consumer research revealed that the young girls market has been relatively overlooked. We are happy to introduce a variety of titles relevant to what girls in this age group have indicated they are most interested in.

Who am I to question Ubisoft's extensive research? Little girls need games too, and this looks to cover the whole gambit. Catch the press release in its entirety after the jump.

[Via Gamasutra, and thanks to Topher for the photoshop work] 

 

SANTA MONICA, Calif.--(BUSINESS WIRE)--Today at the Electronic Entertainment Expo, Ubisoft, one of the worlds largest video game publishers, announced its all-new Imagine series of video games targeted at girls ages 6 to 14 years old. The Imagine line allows girls to explore their favorite interests and hobbies - as indicated in extensive lifestyle research on this audience in an interactive and entertaining way. Ubisofts Imagine series is part of the companys strategic expansion into the casual video game market.

The first games in the Imagine line will launch in October 2007 for the Nintendo DS system: Imagine Fashion Designer, Imagine Animal Doctor, Imagine Babyz® and Imagine Master Chef. Imagine Figure Skater will follow in early 2008.

Ubisoft is excited to finally offer young girls a line of games that give them the chance to explore their hobbies and interests in interactive and creative experiences, said Helene Juguet, senior director of marketing at Ubisoft. Our consumer research revealed that the young girls market has been relatively overlooked. We are happy to introduce a variety of titles relevant to what girls in this age group have indicated they are most interested in.

Imagine Fashion Designer invites players to become hip Manhattan designers handling all aspects of the fashion business, from creating their own line of clothing to directing photo shoots. Online gameplay allows players to share their designs and ideas with friends and fellow aspiring young fashionistas.

Imagine Animal Doctor puts young players in the role of a veterinarian, not only by treating and curing all types of animals, but also by creating new facilities to expand the veterinary hospital.

Imagine Babyz® is the first simulation game focused on caring for babies. Players take on the challenges of raising a baby throughout all stages of development and will also be able to take photos and exchange tips and clothing through a unique online component.

Imagine Master Chef allows players to create recipes from all over the world using the stylus to prepare, stir and cook ingredients. Players can customize their kitchens with utensils and appliances. Fun mini-games include cooking quizzes and kitchen challenges.

In Imagine Figure Skater, players live the life of a champion who needs to balance her life between training, school and friends. Girls take on the role of a professional figure skater and use the stylus to perform jumps, spins and a variety of skating combinations.

About Ubisoft

Ubisoft is a leading producer, publisher and distributor of interactive entertainment products worldwide and has grown considerably through a strong and diversified line-up of products and partnerships. Ubisoft has offices in 21 countries and sales in more than 50 countries around the globe. It is committed to delivering high-quality, cutting-edge video game titles to consumers. Ubisoft generated sales of 680 million Euros for the 2006-07 fiscal year. To learn more, please visit www.ubisoftgroup.com.


Continue reading: More Ubisoft stories





32 comments | showing # 1 to 32
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Justice's Avatar - Comment posted on 07/13/2007 12:04
Justice
Ever since Mary-Kate and Ashley started doping young girls didn't know where to turn.

Now they have a ubisaviour.
kaz's Avatar - Comment posted on 07/13/2007 12:08
kaz
Hopefully this will contribute to churning out more ladies than whores, as is the current state of things.
I mean Jesus Christ what happened to skirts?
Magesx's Avatar - Comment posted on 07/13/2007 12:08
Magesx
Can you kill the Babyz?
Mxyzptlk's Avatar - Comment posted on 07/13/2007 12:09
Mxyzptlk
Finally, my dreams have come true!
GuitarAtomik's Avatar - Comment posted on 07/13/2007 12:11
GuitarAtomik
woooOOOoooow

I'm pre-orering Imagine Babyz right now. Finally, a game for me!
Gameboi's Avatar - Comment posted on 07/13/2007 12:11
Gameboi
Come on guys, you know you want these games...heh heh.
galagabug 's Avatar - Comment posted on 07/13/2007 12:12
galagabug
whats the difference between ubisoft and destructoid?


ubisofts offerings to girls ages 6-14 don't violate any of meghan's laws.
BlindsideDork's Avatar - Comment posted on 07/13/2007 12:19
BlindsideDork
Some guys like Figure Skating?
Gameboi's Avatar - Comment posted on 07/13/2007 12:24
Gameboi
@BlindsideDork

Have you ever seen the legs on those figure skating beauties? Hell yeah.
BlindsideDork's Avatar - Comment posted on 07/13/2007 12:34
BlindsideDork
@Gameboi

Yeah..that can be nice. But I am more of a fan of gymnastics...I don't think I need to say why.
bhive01's Avatar - Comment posted on 07/13/2007 12:38
bhive01
Actually, figure skating chicks have pretty hot legs, but usually there's not much up top.

I have to look at this like I look at the Wii. It's expanding the market by getting people who wouldn't have normally played games in the past. Once they like games and are used to the controls some will move up to the PS4 and 720 and Wii2.

These evil games are necessary for this expansion. EVIL games.
DJDuffy 's Avatar - Comment posted on 07/13/2007 12:44
DJDuffy
oh please... like "boy" games (which are the majority) don't reinforce how to be a boy. Having said that, of course I also like games that promote guns, sex and drugs as much as the next girl.

You make it sound like there is something wrong with girls or their interests.
Gameboi's Avatar - Comment posted on 07/13/2007 12:55
Gameboi
@DJDuffy

True to some extent, but I don't see Ubisoft releasing: Construction Worker, Steelworker, Tractor Trailer Mechanic and Rodeo Clown in October.

I'm just commenting on the stereotype thing.
DM_L's Avatar - Comment posted on 07/13/2007 13:03
DM_L
Babyz are hobby?
bhive01's Avatar - Comment posted on 07/13/2007 13:04
bhive01
Dude, Where is the line for Wii Rodeo Clown?

@ Dorian, You're definitely right about the boy games. But, in the past "girl" games didn't sell all that well. More likely a game that girls would buy was considered a "universal" title and not strictly a "girl" game.

More recently we've seen a lot of strictly girl games. Barbie games, cute animal games, Bratz, and even a makeup game in Japan. These games do further the stereotypes of the gender, but that's not always a bad thing. The bad thing is when people are dicks to those who don't fall into the stereotype. Dicks.
jerrt's Avatar - Comment posted on 07/13/2007 13:09
jerrt
Galagabug said it best.

this is going to be an interesting investment for them.
DJDuffy 's Avatar - Comment posted on 07/13/2007 13:18
DJDuffy
@ Gameboi

True, I will give you that...boy games are much more refined and less stereotypical. They are more broad raged, sometimes with blood soaked carnage or boobfestual perviness. (boobfestual? awesome!)

Although I do like a good blood soaking once in a while. Makes for a good moisturizer. I just don't like it when girls are given a hard time for being girls. Boy games can be awesome too, don't worry. It's perfectly safe (and legal) to embrace your femininity.

ok, that's my last rant for today, I'll be in my trailer playing with fire and playing "Doctor".
stevenjazz787's Avatar - Comment posted on 07/13/2007 15:52
stevenjazz787
Should I feel insecure about wanting to buy Masterz Chefz? I mean I owned a restaurant, and I kinda miss it.

But, it's a game for teenage girls.

What do I do? I am not sure.

Screw it, it will go on my shelf between Chibi Robo and MySims. Heck I will get Fashionz Designerz too.
stevenjazz787's Avatar - Comment posted on 07/13/2007 16:07
stevenjazz787
The real point: No sarcasm, serious, none. I really am considering these games and am a straight 25 yo professional/back to school male.

I think companies hurt their sales by thinking male/female, just make an appealing game with an appealing box and people will buy it. If they put pink, z on the end, and star dust on it you immediately intimidate 90% the market from not buying it.

Once Nintendo gets the female segment to a larger portion of the game buyers than they can get a little more liberal with the color choices and so forth. However, the problem is men making games they think women and girls want. When I was in high school the 14-16 year old girls that liked "super girly stuff" were a small minority. Hello Kitty being the exception back then (I swear every girl and their mother had some hello kitty thing).

I read some where, but I am too lazy to look it up, that Resident Evil, Halo, and Mario, were the console games that female gamers are most likely to buy and play. (I still call my ex over to help me with RE, because I suck at those games) I wouldn't be surprised if in the next few years we see a few female developers and executives form a company together or atleast get more vocal.
Tron Knotts's Avatar - Comment posted on 07/13/2007 16:41
Tron Knotts
I wonder if the previously reported "teach girls to masturbate" game for the DS will ever make the cut.

It's one of the reasons I got a DS/

Azereki's Avatar - Comment posted on 07/13/2007 16:51
Azereki
Master Chef sounds badass. Now they just need Iron Chef for the Wii.
Joe Burling's Avatar - Comment posted on 07/13/2007 17:12
Joe Burling
That picture is so made from the sauce of awesome!
donkeykong's Avatar - Comment posted on 07/13/2007 17:19
donkeykong
Before I read anything after the jump or any comments, I have to respond to the first bit about the company catering to girls' hobbies. With all due respect, my hobbies do NOT include rescuing princesses or saving planets, Mario related sports or board games and I've never seen a turn-based battle occur on the street.

Video games are a hobby in and of themselves, that's the point! Most good hobbies translate poorly to other media.
Ignus's Avatar - Comment posted on 07/13/2007 17:57
Ignus
I kept reading Master Chef as Master Chief and couldn't figure wtf was going in the first paragraph at all.
Tron Knotts's Avatar - Comment posted on 07/13/2007 19:14
Tron Knotts
I think some of you missed it. Up a few posts I linked to info on a game that tries the TEACH YOUNG GIRLS TO MASTURBATE

MASTURBATE

I hope that's not crickets I hear chirping.
Warning's Avatar - Comment posted on 07/13/2007 19:43
Warning
Games like Catz taught me why inbreeding is bad.

Those were some ugly ass kittens.
Mxyzptlk's Avatar - Comment posted on 07/14/2007 01:10
Mxyzptlk
I think a few of you are misunderstanding the target audience... these games are being made for girls around the age of eight, not teenagers.
meronkun's Avatar - Comment posted on 07/14/2007 02:19
meronkun
mmm skirts
dprim3's Avatar - Comment posted on 07/14/2007 10:37
dprim3
Has anyone else noticed that when companies do make games targeted specifically towards women, they're called sexist (stereotypes,) and when they don't... they're called sexist (ignoring them.)
dprim3's Avatar - Comment posted on 07/14/2007 10:39
dprim3
Maybe the masturbation game is already out, and we just haven't found out that it yet?
brainderailment's Avatar - Comment posted on 07/14/2007 14:15
brainderailment
Do they have a game that teaches boys NOT to date rape? That'd be one that I probably needed when I was younger.
Jacki Jinx's Avatar - Comment posted on 07/16/2007 16:05
Jacki Jinx
Yea, sorry. My 13 year old sister would have absolutely no interest in those games. She plays other cute but actually worthwhile games (in comparison to the ones in this article) like the Paper Mario series.

Make things cute, violent, and awesome, and girls will play them. Simple as that.
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