Hasbro, Inc. is tapping star power from singer Jesse McCartney to incorporate his music and image on the Twister Moves game, the dance version of the classic Twister game.
As part of the deal, McCartney, an 18-year-old singer and star of The WB’s hit series Summerland, will record an exclusive mix of his song She’s No You from his album Beautiful Soul. The remixed version will only be available in the new Twister Moves game, which hits retail shelves in June.
In addition, Twister Moves is sponsoring McCartney’s first music tour to promote the Beautiful Soul CD. The tour, which runs through July, will stop at more than 24 cities. This year, Twister Moves and McCartney will host a free concert to celebrate the partnership. Details have yet to be determined.
The joint partnership, which began May 2, extends over 20 months. McCartney will be featured on game packaging, and a bonus CD with the singer’s music will be included in the game.
A full-scale ad campaign launches in October and will feature TV spots with McCartney and the Twister Moves remix. Radio Disney will air radio spots throughout October and J-14 and M magazines will support with print ads. A sweepstakes will be released this fall offering Twister Moves and McCartney prizes.
Hasbro’s partnership with McCartney marks the third of its kind for the toy manufacturer. In 2003, Hasbro signed a deal with Nick and Aaron Carter to promote the new game and partnered with Nick Cannon in 2004.
“We are very excited to have Jesse McCartney on board with us this year to help promote Twister Moves,” said John Santanella, director of marketing for Hasbro Games in a statement. “His music and TV show are very popular with our target audience, and his energy captures what Twister Moves is all about.”
The Twister Moves game contains three CDs, each with 60 minutes of dance-style music and four mats. The game targets kids eight to 12 and will sell for $19.99.
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