Coronation Street to grace the smaller-than-small screen on Nintendo DS

by Ben Bold, Brand Republic 06-Feb-09, 11:05

LONDON - ITV has signed two licensing deals for flagship soap 'Coronation Street' that will see the iconic street become the setting of a Nintendo DS video game and RTL board game.

ITV Global Entertainment has signed gaming licences with Mindscape and RTL Games.

Mindscape is developing a game for Nintendo's handheld games console, the DS.

It will be a task-based concept using themes familiar to fans of Britain's longest-running soap opera and will be available to buy from retailers in Q4 this year.

Meanwhile, RTL Games has been licensed to produce an activity-based board game featuring characters and landmarks from 'Coronation Street', called 'Destination: Coronation Street'.

Mindscape has a strong track record in bringing TV concepts to life as games, with programmes such as 'Deal or No Deal' and 'Ready Steady Cook' previously developed into video games.

Likewise, RTL Games has experience in translating screen concepts into board games. Titles in its portfolio include 'Destination Animation', which features characters from popular animated films ‘Toy Story' and ‘Finding Nemo'.

Aysha Kidwai, ITV Global Entertainment's international merchandise and licensing director, said: "Coronation Street is a national institution and was watched by over 78% of the UK television population in 2008.

"We receive thousands of fan letters enquiring about the series every month. We're responding to this huge demand by developing a range of exciting and innovative family-targeted products inspired by the show."