mattel

THQ is making a big expansion of its family and kids game business. They have inked a deal with Mattel to develop and publish games using the toy company's licenses.

Hollywood hasn't exactly run out of Mattel toys to option into movies, but they recognize the well will run dry at some point, so they're taking the obvious next step: inventing a new toy themselves

Of course, Lautner could have done both-- it's not like he's one of the Iron Man actors chained to Marvel for all time-- but he's clearly aligning himself with the people on top