Activision, Dreamworks Animation Sign Multi-Year Licensing Deal

Game publisher and developer Activision, Inc. and DreamWorks Animation SKG have jointly announced that the companies have agreed to a new "multi-year agreement", unspecified in precise length, which grants Activision the exclusive video game rights to upcoming CG feature films from DreamWorks Animation. Under the terms of the agreement, Activision will develop and publish video game products based on DreamWorks Animation's upcoming CG animated movies, including the Jerry Seinfeld-penned Bee Movie, which is due to debut in 2007, and the 2008-bound Kung Fu Panda, which stars the voices of Jack Black, Dustin Hoffman, and Jackie Chan, as well as earlier-in-development titles such as Rex Havoc and How to Train Your Dragon. According to the companies, the deal also extends Activision's video game rights beyond 2007's Shrek 3, which the company had already signed a deal to make games based on, to include potential future films in the Shrek franchise. Activision is also currently developing games based on Dreamworks CG movie Over the Hedge, a raccoon and turtle comedy starring the voice of Bruce Willis, which will be released in May 2006. Additionally, Activision already holds the rights to games based on the possibly 2008-bound Madagascar 2. Robert Kotick, Chairman and CEO, Activision, Inc, commented of the new deal: "This announcement enables us to continue to build on our strong creative collaboration and underscores Activision's ongoing commitment to developing exceptional games based on the highest quality intellectual properties and brands." Family-friendly licensing deals such as this are particularly important for Activision to maintain a wide portfolio, and, much as in the case of Pixar's relationship with THQ, has led to major mass-market sales. Collectively to date, Activision titles based on Shrek 2, Shark Tale and Madagascar have shipped more than 10 million units across multiple platforms worldwide.