Viva Piñata in The Wall Street Journal

By now you must have heard of Viva Piñata and the marketing campaign behind it. Well apparently the Wall Street Journal was so impressed, they decided to write up an article about it (subscription required).

Heres an extract:

The broad push behind the piñatas is now coming into full view. New TV ads for game and the Xbox 360 start airing this week that feature a purple and green piñata horse named Horstachio trying to persuade a group of children to let him down from a tree. The segments are part of Xbox 360's big holiday campaign that promotes game titles and the console on TV, in print and online.

And in the New York showroom of Playmates Toys Inc. on Wednesday, 70 or so tradable Viva Piñata figurines and a hand-held electronic game -- made by Playmates -- will be unveiled. The toys offer more avenues for marketing partnerships that would connect Viva Piñata with kids when they step away from their TVs and are designed to link the components of a piñata universe that has been carefully concocted to boost the videogame.

Via: GamerScoreBlog