Games publisher Activision is setting up a new publishing label specifically for games for Nintendo Wii.
Called Wee 1st, Activision has said the idea is to grow its offering of Wii games, and begin to produce games specifically for the Nintendo format.
Activision added that it expects Wii to be "the leading platform by Christmas".
The Wee 1st range will be supported in the states with national TV ads and print promotion, while at retail, Activision will push it with specific new branding printed clearly on the front of the game box.
The first games to be released in the line include Little League World Series 2008, Rapala Fishing Frenzy and Dancing with the Stars: Get Your Dance On.
Activision confirmed that more titles are due to be announced in "the upcoming weeks" - with presumably more details at the E3 gaming convention next week in LA.
As for whether anyone outside of the States will see the line, it is currently unclear.
Activision's move mirrors that of its competitor EA, which recently launched a Wii-range of its popular sports titles, called All Play.