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Take-Two Forms Casual Games Label 2K Play

by Rainier on Sept. 10, 2007 @ 1:59 p.m. PDT

Take-Two announced the formation of casual gaming label 2K Play, and signs an expansive licensing agreement with Nickelodeon, including top-rated properties Nick Jr. preschool television hits, Dora the Explorer and Go, Diego, Go!

Dora the Explorer and Go, Diego, Go! will be the first titles under the new 2K Play label and will be released this fall in North America. According to Nielsen ratings (4/2/07-7/1/07), Dora the Explorer and Go, Diego, Go! are the top two ranked television shows for kids 2-5. The NPD Group cites Dora the Explorer as the #1 toy license in 2006 based on dollar sales and Go, Diego, Go! is now supported by over 300 licensees worldwide.

“We welcome our new partnership with 2K Play,” said Shaul Olmert, Vice President/Digital Media products for Nickelodeon and MTVN Kids and Family Group. “This is the first time Go, Diego, Go! is coming to handheld and console systems and will mark Dora the Explorer’s debut on the popular Nintendo DS™ system. We are excited to welcome 2K Play into our growing family of innovative digital products.”

2K Play joins leading publishing labels 2K Games and 2K Sports as a new division in the 2K portfolio. The new label will absorb Take-Two’s Global Star Software label, including the Carnival Games brand, the Cat Daddy Games studio and PC games based on the popular Deal or No Deal franchise.

“The 2K Play label targets the growing market of casual gamers interested in accessible, high-quality products,” said Christoph Hartmann, President of 2K. “It will be home to games that are fun and engaging for players of varied skill types and ages. Our exciting initiative with Nick Jr. will offer a host of games featuring world-famous brands that appeal to the family-friendly gamer.”

Additional information regarding the 2K Play lineup of games will be available in the coming months.

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