Will Wright, the lead designer behind the phenomenally successful Sims franchise, announced today that he has left EA Maxis to start a new project that isn't directly attached to game development.

The Spore designer will instead be heading up a new entertainment think-tank called Stupid Fun Club which, though it has the backing and support of Electronic Arts, does not seem to be directly linked to the publisher.

According to Wright the purpose of Stupid Fun Club will be to develop new ideas and IPs that can used across all forms of entertainment and interactive media. While one application is obviously the creation of new video games, the group will also look at movies, TV, books, comics, internet sites and physical toys.

"The entertainment industry is moving rapidly into an era of revolutionary change," Will said in an announcement. "Stupid Fun Club will explore new possibilities that are emerging from this sublime chaos and create new forms of entertainment on a variety of platforms. In my twelve years at EA, I've had the pleasure to work alongside some of the brightest and most talented game developers in the industry and I look forward to working with them again in the near future."

Wright, who founded Maxis with Jeff Braun in 1989, will leave the studio in the hands of current VP and General Manager Lucy Bradshaw.

You can keep an eye on Stupid Fun Club at the official site, but there's very little information right now on what exactly the group is working on - send us your speculation in the forums and let us know what you think will become of Maxis now.