Tuesday, October 28, 2008

CoverGirl Puts On A Brave Face For "All Star Cheer Squad"...

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THQ Inc. has teamed up with CoverGirl for the recently released "All Star Cheer Squad" video game for Wii and the upcoming Nintendo DS version available next month.

The agreement includes CoverGirl branded stage logos, banners and billboards integrated throughout challenges, competitions and additional areas within the game.

Players will also have the opportunity to choose CoverGirl branded uniforms, color coordinated make-up looks and other apparel in the “Create a Cheerleader” mode.

"We’re very excited to be working with THQ on All Star Cheer Squad as an innovative way to merge the world of video games with cosmetics," said Esi Eggleston Bracey, vice president and general manager, North America Procter & Gamble Cosmetics.

"This unique combination of elements from today’s popular teen culture provides us with a great vehicle for connecting with tween and teen girls and their interests."

"The game All Star Cheer Squad was designed with the growing number of girls on Wii and Nintendo DS in mind," said Jim Huntley, director of global brand management, THQ.

"We strived to deliver an authentic cheer experience for those players and believe this partnership with CoverGirl is a unique opportunity to do just that. The CoverGirl brand and its spokespeople are instantly recognizable among our target demographic and will further immerse players in the competitive cheerleading world."

"The female demographic, now around 40 percent of the entire gaming population(a), continues to grow at an accelerated rate and advertisers want to be able to reach that important audience," said Justin Townsend, CEO of IGA Worldwide.

Cheerleading choreographer Tony G, best known for his work in the "Bring It On" movies, was enlisted as chief consultant for "All Star Cheer Squad", as players follow a year in the life of a cheerleader as they learn new cheers, participate in practices and create their own routines to make the squad and eventually become captain.

Gameplay includes squad competitions and one-on-one cheer-offs, where players use the Wii Remote and Nunchuk to perform dozens of real-world cheer and dance moves. The game also incorporates use of the Wii Balance Board to get the player’s entire body involved in the game. Players are able to customize the look of their cheerleader and squad including body, facial features, hair and outfits.

The Nintendo DS version of the game features a storyline unique to the system that focuses on the adventure of 'cheerleading camp', where players compete to beat the rival camp...