Ubisoft is hitting Wii support home with last month's announcement of its "Play Zone" publishing label, and now it appears rival Activision has been bitten by a similiar bug. Activision intends to give its Wii-specific software library a boost sometime later this Fall with a publishing brand of its own, "Wee 1st". According to Activision's press release, initial Wee 1st titles include Dancing with the Stars: Get Your Dance On, Little League World Series 2008, and Rapala Fishing Frenzy.

"The Wii is introducing new audiences to gaming," said Dave Oxford, Activision Publishing. "Clearly, the Wii’s accessible controls are changing how the audience plays games and how we look at game design. This initiative is designed to showcase games that take full advantage of the Wii’s capabilities."

Based on the selection, it's hard to say if Wee 1st benefits from its own in-house development team; the aforementioned titles are sequels for established franchises, so it's not new IP. Things may become clearer as future Wee 1st titles are announced, however. Activision does intend to back Wee 1st with a "national television and print advertising campaign", so the publisher appears committed in putting some weight behind the label.