Activision announces Wee 1ST brand to focus on Wii titles

I’ll never forget my reaction when I first heard that Nintendo had chosen to go with the name Wii rather than Revolution. Not surprisingly, my mind flashed the word spelled “Wee” as it is above. Luckily, the console is such a success that most people have forgotten about the days of Photoshopping urine all over early pictures of the little white box, and Nintendo has pretty much shown that they can name a console Kox or Dix or whatever they damn well please and still come out filthy stinking rich.

Activision is apparently following suit, announcing today that they will debut a new division focused specifically on developing Wii titles. The name for the new venture is “Wee 1ST”, promptly transporting me back in time to that moment when the name Wii was announced and thousands of gamers facepalmed in unison. Let’s hope this is just a first impression too.

The first titles slated to come out under the new division are Little League(R) World Series 2008, Rapala(R) Fishing Frenzy and Dancing with the Stars(TM): Get Your Dance On. I don’t want to jump to any conclusions, but it does sound like the lineup may be aimed at younger gamers, which would explain the name away. More games will be announced this year, so we’ll see how it all shapes up in the end.

Activision Announces “Wee 1ST”; New Brand Focused on Titles Designed Specifically for Wii(TM)

“Wee 1ST” Games Will Hit Shelves This Holiday Season



SANTA MONICA, Calif., Jul 09, 2008 (BUSINESS WIRE) — Activision, Inc. (Nasdaq: ATVI) today unveiled a new consumer initiative to expand the company’s Wii portfolio this Fall. Dubbed “Wee 1ST”, the brand highlights the company’s games that were developed specifically with the Wii in mind.

“The Wii is introducing new audiences to gaming,” said Dave Oxford, Activision Publishing. “Clearly, the Wii’s accessible controls are changing how the audience plays games and how we look at game design. This initiative is designed to showcase games that take full advantage of the Wii’s capabilities.”

With the Wii on track to be the leading platform by Christmas, the company’s move to expand its offering has been in the works for more than a year. The first titles under the “Wee 1ST” brand include Little League(R) World Series 2008, Rapala(R) Fishing Frenzy and Dancing with the Stars(TM): Get Your Dance On. More games will be announced in the upcoming weeks, all of which will hit shelves this holiday season.

The “Wee 1ST” brand is supported by a national television and print advertising campaign scheduled to kick off this fall. New branding is featured on the front of all boxes and at retail locations nationwide.

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Colette Bennett
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