Wendy's Follows Burger King Into Games

Following BSLG client Burger King's licensing its brand to downloadable cell phone games, game manufacturer Ubisoft is partnering with Wendy’s to promote its Petz video game in the U.S. and Canada through a Petz-themed Kids Meal that includes five exclusive Petz premium items, including the Petz Catz PC game, Petz Dogz PC game, a Catz toy balancer ball, a Dogz plush toy, or a Petz-themed card game.

Petz is the #1 pet-themed game on the Nintendo DS system allowing players to create and care for cute, furry pets chosen from different breeds of dogs, cats, horses, and other animals. o games including Petz-related activity games such as word scrambles, puzzles, and games. A discount coupon to purchase Ubisoft’s Petz Dogz Pack for Nintendo DS or Petz Sports for the Wii home video game system from Nintendo is also featured on the Kids Meal bag. The promotion will be supported via wendys.com and in-store signage at Wendy's restaurants.

Ubisoft and Wendy's will also promote the campaign via a microsite that includes three new exclusive, co-branded mini Petz-themed games. The campaign was developed by 206, Ubisoft's promotions agency and Determined Productions Inc., Wendy's youth marketing promotions agency.

It should be pointed out this is a promotion and not a license.

Excerpted from BSLG's weekly subscription news reader service Food Business News. To subscribe or for information about licensing, contact Broad Street Licensing Group (tel. 973-655-0598)