"Coronation Street" on Nintendo DS and Board Game

ITV Global Entertainment has signed gaming licenses with Mindscape and RTL Games for "Coronation Street"—the U.K.'s No. 1 rated television drama.

Mindscape will produce the first Coronation Street game on Nintendo DS, themed to the fictional street. Product will launch at retail in fourth-quarter 2009. The gaming specialist's 2009 portfolio includes Deal or No Deal; Golden Balls; Ready, Steady, Cook; Rolf Harris' Animal Shelter; and a Groovy Chick Fashion game.

Family board-game manufacturer RTL Games signed to produce an activity game featuring the show's characters and landmarks called Destination: Coronation Street. RTL Games portfolio includes Destination Animation, which features characters from Toy Story, Finding Nemo and Destination London. 

"'Coronation Street' is a national institution and was watched by over 78 percent of the U.K. television population in 2008," says Aysha Kidwai, international merchandising and licensing director, ITV Global Entertainment. "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."

In November 2008, ITV DVD released a feature-length film titled, Coronation Street: Out of Africa, which became a top seller.

The series will celebrate its 50^th anniversary in 2010. A newly commissioned consumer product range will incorporate a "Best of British" licensing promotions program.