Partnership with Industry Leader Toy Island Marks Expansion of EA
SPORTS Brand
NEW YORK, Sep 30, 2009 (BUSINESS WIRE) -- A unique new line of EA SPORTS(TM), a label of Electronic Arts
Inc. (NASDAQ:ERTS), branded sports equipment created by Toy Island
will be in stores and available for purchase this fall. Designed to help
young players take the excitement for sports to a new level as well as
to develop core sports skills, Toy Island has begun rolling out the Sweet
Spot Sports, Voice Command and Sure Shot lineup of EA
SPORTS-branded products. All products will be on shelves by early
October.
This is the first merchandising deal of its kind for the EA SPORTS brand
under a partnership with IMG announced in February 2008. IMG Licensing,
a division of global sports and entertainment company IMG, is the
exclusive worldwide consumer product and brand licensing agent for the
EA SPORTS brand.
"We're expanding the brand to give young and future EA SPORTS fans a
realistic and innovative experience in the real-world of sports, just as
you can in the interactive world by playing an EA SPORTS videogame,"
said Glenn Chin, Vice President of Brand Marketing at EA SPORTS. "In our
games, EA SPORTS strives for playing experiences that are authentic and
help fans enjoy and learn more about the sports they love. With these
products, we're helping young players find their passion and skills for
sports as well, while also learning the proper techniques as they go."
"We couldn't be more pleased with our line of EA SPORTS-branded
products," added Robert Weinberg, CEO of Toy Island. "It was our
intention along with EA to bring something completely different to the
youth sports category and I believe we have succeeded in doing so."
The unique and differentiated EA SPORTS-branded products are bringing
classic sports activities to life in many new ways, utilizing infrared
motion, touch sensors, and voice command. Each EA SPORTS-branded item
helps the player become a better athlete by improving their basic
throwing, fielding, kicking or basketball skills, and also offers fun
game modes that bring out the thrill of competition.
EA SPORTS branded products will be available for young baseball,
football, basketball, soccer and hockey players. Additional products are
expected to follow this year's launch. The initial products available in
this fall include:
Sweet SpotSports Product Line
The Sweet Spot Sports line of products comes with special
electronic features that emit an audio reward when a user hits or holds
the ball in the right spot, the "sweet spot" improving accuracy and
hand-eye coordination. All Sweet SpotSports products have
an MSRP between $14.99-$19.99. The following Sweet SpotSports products
are designed for youth ages 5 and up:
- Sweet Spot Football
- Sweet Spot Baseball with Bat
- Sweet Spot Hockey Stick and Puck
- Sweet Spot Basketball and Hoop
Voice Command and Sure Shot Product Lines
The Voice Command and Sure Shot product lines, which have
MSRPs between $69.99-$79.99, feature interactive training tools with
instructional coaching to help athletes ages 5 and up hone their
techniques. Whatever the sport -- baseball, football, basketball, soccer
or hockey -- the Voice Command and Sure Shot product lines
take the excitement of sports simulations out of the digital realm and
into the physical world. Products include:
- Voice Command Pitching Machine
- Voice Command Quarterback
- Sure Shot Basketball
- Sure Shot Hockey and Sure Shot Soccer combo (Available
Exclusively at Target Stores)
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is
a leading global interactive entertainment software company. Founded in
1982, the Company develops, publishes, and distributes interactive
software worldwide for video game systems, personal computers, wireless
devices and the Internet. Electronic Arts markets its products under
four brand names: EATM, EA SPORTSTM, EA Mobile TM
and POGOTM. In fiscal 2009, EA posted GAAP net revenue of
$4.2 billion and had 31 titles that sold more than one million copies.
EA's homepage and online game site is www.ea.com.
More information about EA's products and full text of press releases can
be found on the Internet at http://info.ea.com.
About Toy Island
Founded in 1992, Toy Island offers value, innovation and great
play through effective and highly recognizable brands for children of
all ages. Key partners include EA SPORTS, Disney, Hello Kitty,
Nickelodeon and Sesame Street. Toy Island specializes in a diverse mix
of products ranging from preschool toys, stationery and art supplies,
wood toys, plush toys, as well as room and décor lighting.
EA, EA SPORTS, EA Mobile, and POGO are trademarks or registered
trademarks of Electronic Arts Inc. in the U.S and/or other countries.
All other trademarks are the property of their respective owners.
SOURCE: Electronic Arts Inc.
EA SPORTS
David Tinson, 604-456-5167
Sr. Director, Communications
dtinson@ea.com
or
Seldin Gross Communications for Toy Island
Drew Seldin, 917-608-6786
dseldin@seldingrosspr.com
Josh Gross, 347-432-8300
jgross@seldingrosspr.com
Copyright Business Wire 2009