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NBC pairs with Mattel, MDI, Zoo

Trio to produce series of games

NBC wants to give more viewers a chance to play “Minute to Win It,” pairing up with Mattel, MDI and Zoo Games to produce a series of games as part of the network’s licensing plans for the show.

For “Minute to Win It,” Mattel will create board games that recreate challenges seen during each hour. MDI will make lottery tickets and Zoo Games will produce vidgames for Nintendo’s Wii and DS.

The Peacock has been encouraged to build licensing programs around its series, especially reality fare, after “The Biggest Loser” grew into a heavyweight at retail, with products tied to the show expected to earn as much as $100 million this year.

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