As part of its continued focus on the casual gaming sector, leading publisher Electronic Arts has teamed with one of the biggest names in toys and games: Hasbro. In a "strategic licensing agreement" that the two companies say "promises to transform the interactive family entertainment landscape," EA has gained the exclusive worldwide rights to create digital games based upon Hasbro's wide array of intellectual properties, including Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop, among others, and Hasbro will obtain certain rights to bring select EA franchises to toys and traditional games, "extending EA's brand footprint, and bringing Hasbro's expertise to EA's interactive properties."The relationship is expected to run initially through December 31, 2013, but the two companies may extend the agreement "subject to certain conditions, including achievement of specified performance metrics." EA said the agreement should not affect its second quarter and full year fiscal 2008 financial guidance.
EA veteran Chip Lange will lead the overall Hasbro business initiative as VP and General Manager, while Hasbro Senior Vice President Mark Blecher will head up Hasbro's digital gaming initiatives.
Rather than focus on any one platform or demographic, EA will develop Hasbro-based titles for a mass audience to play on just about any platform, including mobile, online, handheld, PC and consoles. The first games are slated to launch some time during calendar year 2008 (EA's Fiscal Year 2009).
"The gaming market has never been more primed for a revolution in how families enjoy games," commented Kathy Vrabeck, President, EA Casual Entertainment Label. "Hasbro is the ideal partner to help propel this change. Their games define fun. These are games that we all love and remember from our childhoods. The combination of EA's market leadership in the interactive space and Hasbro's timeless franchises is a perfect partnership for today's market. Together EA and Hasbro can create the next generation of fun for a new wave of kids and families."
"Our toy and game brands have been family-favorites for decades, and aligning ourselves with EA will result in broadening the reach of our brands through the 're-imagining' of these beloved entertainment icons in all key digital categories," added Brian Goldner, Hasbro's Chief Operating Officer. "Through the years, EA has proven themselves time and again as an incredibly creative company that delivers amazing content across multiple brands. We are thrilled to work with EA in bringing our brands to the next level in the digital world."
by James Brightman
source:gamedaily.com
