Video games publisher THQ has secured a deal with Mattel which will see the toy giant's vast array of properties appear on console and handheld platforms.
The multi-year agreement will see THQ - which has a strong history in family and kids games - developing titles based on Barbie, Hot Wheels and Fisher-Price.
The firms will also collaborate to expand the potential of newer properties such as Monster High, plus established brands like Rock 'em Sock 'em, Masters of the Universe and Polly Pocket among others.
Games will appear on consoles and handhelds, as well as mobile devices and social networks, plus online gaming portals Xbox Live Arcade, PlayStation Network and Nintendo WiiWare Network.
THQ is also planning to bring Mattel's brands to its uDraw GameTablet, with Pictionary being one of the first titles.
"We are excited to work hand in hand with the world's number one toy company to bring a new level of entertainment to its already incredibly popular brands," said Martin Good, THQ's EVP of kids, family and casual games.
Chuck Scothon, general manager of Mattel's Digital Network, added: "Mattel is synonymous with play and as such we continually seek creative opportunities to generate new ways to play with our brands. Partnering with THQ extends the connection consumers have with our brands to a deeper multi-platform experience with video games for kids and family audiences."