Microsoft Game Studios has recently announced a partnership with 4Kids Entertainment to create a TV show, game, and related merchandise that's designed to entertain the kids and bring in a ton of money for themselves. But I'm getting ahead of myself, this is really about a game... or is it?

I first saw the press release for Viva Piñata, and wondered why this seemingly childish game was such a big deal to Microsoft. Then I saw something that doesn't usually accompany game press releases: Information on the Animated Television Series. What is interesting is not that the TV show will be coming out before the game, but that the game is already considered part of the major strategy, and the offset release of the game is by design.

Now this product strategy isn't anything new, but it has been a long time since it's crossed into the video game industry as much as this. The last time I remember was back when Super Mario Brothers was released along with the various tie-ins. In that case, the game was made, and then a television show, cereal, and a multitude of branded products followed behind.

Teenage Mutant Ninja Turtles would probably be the closest thing to what is happening with Viva Piñata that I can recall. The TMNT TV show was created, with merchandise, video games, and movies soon following. It wasn't obvious to me at the time, but each branded product was meant to encourage kids to buy (or have their parents buy) the others. By cross-promoting in different industries, you increase your fanbase and increase your profits.

Viva Piñata will launch to the public as a TV show in September. The show will give us a peek into the secret lives of piñatas, yes, those same piñatas that you've probably beaten with a bat at some kid's birthday party. Apparently they come from an island, and when they reach maximum "Candiosity" they travel to a party to be used in the traditional manner. Maybe this will appeal to kids, but in my eyes this makes a lot less sense than radioactive ooze turning turtles into bipedal creatures that take up the ninja arts.

The TV show will be followed by the Xbox 360 game in the 4th quarter of 2006, just in time for the holidays. The game will allow you to see all 60 types of piñatas, not just key players like Hudson Horstachio (pictured above). The game takes place on the same island, but not in the same place as the show. The objective will be to create a fun place for piñatas to live, and to expand your reach and get more piñatas to come to your garden. When piñatas get happy, they dance. And when they dance enough, they have an egg. This egg will hatch another piñata, growing your hippy commune... er.. piñata garden... even further.

It will also be possible to hit piñatas in the game, and they will produce candy as you might be expecting. However, hitting a piñata is seen as an act of discipline by the game, and constant abuse may make other piñatas wary of visiting your garden. Eating the candy produced by the piñatas will be an option, although the implications of killing and eating the bodies of those who get near you might be the scariest part of this game.

Merchandising will follow in 2007, I'm assuming after the most popular characters have been determined so the appropriate numbers can be produced. No details were given about what this merchandise would be, but we can assume action figures, playsets, and of course actual piñatas that could be used at parties. These will probably be the most expensive piñatas you have ever seen, so start saving now.

The launch press conference indicated some lofty promises for Viva Piñata. Not only would it expand the market of the Xbox 360, it may even be the most important title released for the Xbox 360 in 2006. The game will be accessible to all ages, narrating instructions for those that can't read. They also made a big deal about how this will be "The game YOU control," which can only mean that most other games are not under the control of the player. It also revealed that the TV show would have information in it that would be useful in the game. That reminded me of the old Mario cartoon show, where he would actually get mushrooms and fire flowers from blocks with question marks on them. What the tips will be in Viva Piñata, we can only guess.

Beyond the marginal Sim City-like aspects of the game, I haven't heard or read anything interesting that would set the upcoming game apart from the crowd. The only difference is the massive marketing agenda that will be behind this product line.