EA Partners With Hasbro For Games And Toys

Maikeru · Aug 10, 2007

Officials from Electronic Arts have announced a strategic licensing agreement with toy maker Hasbro, which grants the publisher exclusive worldwide rights to create digital games based on a wide array of Hasbro’s intellectual properties. Specific properties mentioned in the deal include Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop.

Neither company has been specific about how the licenses will be used, although “interactive experiences” are planned on platforms including mobile phones, online, portable consoles, PC and home consoles. The first games are scheduled to launch in 2008. As part of the licensing agreement Hasbro will obtain the rights to adapt unspecified Electronic Arts franchises into toys and traditional games.

Electronic Arts veteran Chip Lange will lead the overall Hasbro business initiative as vice president and general manager. Hasbro senior vice president Mark Blecher will head up Hasbro's digital gaming initiatives.

Considering the fine line between video games and regular toys, this agreement should prove to be rather interesting IMO.

Cheers!

Maikeru Hatamoto

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EA Partners With Hasbro For Games And Toys

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