Microsoft Tries to Raise 'Candiosity,' Aims at Kid Market with 'Viva Piñata' - WSJ.com

 Sign of the times... 

Fox Television last month began airing a new Saturday morning cartoon called "Viva Piñata," about a world where colorful piñatas compete to be chosen for children's birthday parties. But the real force behind the TV show -- and an onslaught of affiliated ventures -- is Microsoft Corp., which hopes the piñatas can help it crack open the secret to selling more Xbox 360 game consoles to young children.

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It's all a sharp contrast to past Xbox efforts, which have often been dark and violent. After years of focusing primarily on young adult males ranging from teens to thirtysomethings, Microsoft wants to broaden Xbox's market by going after kids, women and even people over 40. It's a risky move because it could alienate Xbox 360's core audience.

Source: Microsoft Tries to Raise 'Candiosity,' Aims at Kid Market with 'Viva Piñata' - WSJ.com