Reprinted from weekly Variety, since it's basically blog length:

Last year, Disney's videogame unit Buena Vista Games joined the Mouse's brand-focused strategy and changed its name to Disney Interactive Studios.

But what to do about an M-rated title that isn't exactly simpatico with the Disney brand?

For the recent debut of "Turok" -- its first violent action game aimed squarely at young males -- DIS borrowed a name from its sibling film studio: Touchstone.

"Turok" was released under that brand, a first for a videogame. The strategy mirrors that of Walt Disney Pictures, which only occasionally uses the Touchstone label now for its handful of adult-oriented releases each year.

It seems Touchstone is becoming de facto throughout the company for anything from Disney that just isn't very ... Disney.

One proviso: I wouldn't be surprised if Disney's next Touchstone game is "Pure," the extreme racing game it just announced for the fall.