M-rated game won't have Disney brandname

Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios.

But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand?

For the recent debut of “Turok” — its first violent action game aimed squarely at young males — DIS borrowed a name from its sibling film studio: Touchstone.

“Turok” was released under that brand, a first for a videogame. The strategy mirrors that of Walt Disney Pictures, which only occasionally uses the Touchstone label now for its handful of adult-oriented releases each year.

It seems Touchstone is becoming de facto throughout the company for anything from Disney that just isn’t very … Disney.

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