Toy giant Mattel has confirmed it is going to acquire speciality gaming company Purple Moon, which announced that it was closing its doors in February this year.
Purple Moon was launched two years ago as a speciality gaming company to produce non-violent games for eight to 12 year-old girls, when other companies weren?t targeting this market. It was hit hard, however, when heavyweight rivals came into the market, such as Mattel itself with its Barbie CD-Rom collection. Barbie now accounts for around half of the top 20 best selling girls games titles.
Although Purple Moon has ceased trading, it still has products in the marketplace and has managed to keep its Website open which provides an online community for girl gamers. It also sells merchandising connected with Purple Moon titles.
Mattel now plans to incorporate Purple Moon?s Website and titles into Mattel Media, which includes its Barbie and American Girl CD-Rom titles.
?The acquisition of Purple Moon is part of Mattel?s passion of bringing girls to the computer,? David Haddad, president of Mattel Media said in a statement. ?Purple Moon and its Rockett brand are known for their relevance in girls? lives and will further strengthen our relationship with girls and our presence in software and technology?.
Nancy Deyo, president of Purple Moon said she was excited about Mattel?s commitment to strengthening Purple Moon?s business. ?Branding is what Mattel is about,? she said.
Financial terms for the acquisition have not been disclosed. Purple Moon generated around $5 million in revenue for 1998.
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