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In page 4Licensing Corporation:

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On January 17, 2006, 4Kids and Microsoft signed a deal to license children's video games exclusively for the Xbox 360 gaming system, in an effort to put more child-oriented games on the system, whose gaming library is currently dominated by games targeted toward the 12-and-up market.[3] One of the first titles announced was Viva Piñata which would be developed by Rare.