Apparently it's a real game too — with multiplayer. Yup, that's right, Naughty Bear's taking the naughtiness to the modem, with game modes such as Jelly Wars and Cake Walk.

Jelly Wars has three bears working co-operatively to collect jelly, while a single Naughty Bear tries to stop them in their tracks and maim their cuddly bodies. Meanwhile, Cake Walk has a single-player trying to survive and hold onto a Golden Cupcake, while enemy players try to slit his feathery throat, and steal the cupcake for themselves.

It all sounds fitting, mad-cap and brilliant. There's more in the trailer.