Activision launches Wii-exclusive publishing brand 'Wee 1st'

Called Wee 1st, Activision said the move was designed to grow its portfolio of Wii games as it starts producing games specifically for the Nintendo format.

Activision added that it expects Wii to be 'the leading platform by Christmas'.

The Wee 1st range will be supported in the US with national TV ads and print promotion.

At retail, the line will also get a push with specific new branding on the front of the game box.

First games to be released in the line include Little League World Series 2008, Rapala Fishing Frenzy and Dancing with the Stars: Get Your Dance On. More titles will be announced in 'the upcoming weeks' - with presumably more details at next week's E3 games convention in Los Angeles.

It's not yet clear whether Activision will introduce the line outside of North America.

"The Wii is introducing new audiences to gaming," said Dave Oxford, Activision Publishing.

"Clearly, the Wii's accessible controls are changing how the audience plays games and how we look at game design. This initiative is designed to showcase games that take full advantage of the Wii's capabilities."

And Activision of course isn't the only publisher to do this - EA is planning a similar line for its Sports titles, called All Play.