Activision Announces Wii Brand 'Wee 1st'

Developer and publisher Activision has announced Wee 1st, a new brand highlighting its games developed specifically for the Wii. Acknowledging that the Wii will likely be the leading platform by Christmas, the company hopes to emphasize its expanded Wii portfolio for this fall and holiday season. The first titles scheduled to release under the Wee 1ST brand include League World Series 2008, Rapala Fishing Frenzy, and Dancing with the Stars: Get Your Dance On. Activision intends to announce more titles for the brand in the upcoming weeks, all of which will be available for the holiday months. The company will support the new initiative with a national television and print advertising campaign slated to begin this fall. The new branding will also be featured on the boxes for all Wee 1st games and at retail locations nationwide. Said Activision Publishing general manager Dave Oxford: “The Wii is introducing new audiences to gaming. 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.”