Hasbro seals games deal with EA

Toys on EA franchises planned, while Hasbro's IP gets digital game makeover.
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Hasbro has inked a deal with interactive software company Electronic Arts, which will see a range of digital games arrive based on some of its classic brands, while Hasbro will also be looking to push EA into the toy market.

EA has been granted exclusive worldwide rights to create digital games based on a large range of Hasbro's properties including Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop. The firm will create 'interactive experiences' for mass audiences to play across platforms such as mobile, online, handheld, PC and consoles.

The first games are due to launch in 2008.

In turn, 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.

"Our toy and games brands have been family favourites 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," said Brian Goldner, Hasbro's COO.

Kathy Vrabeck, president of EA's Casual Entertainment label, added: "The gaming market has never been more primed for a revolution in how families enjoy games. 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."



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