Video Game Company and Retailer Will Cross-Promote New Titles with a
Mini-Game, In-Game Branding, Online Advertising and More
LOS ANGELES, Aug 20, 2009 (BUSINESS WIRE) -- The Play Label of Electronic Arts Inc. (NASDAQ:ERTS) today announced a
promotion with retail store chain, Claire's, to cross-promote EA's
upcoming series of video games for girls: CHARM GIRLS CLUB(TM). Claire's
branding will be featured in CHARM GIRLS CLUB My Fashion Mall, one
of the four games in the EA series which will be released this October,
and on the CHARM GIRLS CLUB Web site as part of the outreach to
attract the game's target consumer: tween girls, ages 8-12, many of whom
shop Claire's stores for fashion accessories, jewelry, cosmetics and
more.
"We're delighted to partner with Claire's," said Steve Seabolt, Vice
President of Global Brand Development for EA. "The company is smart,
global, forward-thinking, and have their fingers on the pulse of the
tween girl audience. It's a relationship we believe will benefit
Claire's customers, who we hope will also become fans of CHARM GIRLS
CLUB."
In CHARM GIRLS CLUB My Fashion Mall, players help manage a mall
and take it from drab to fab tackling wacky mall mishaps along the way.
In the virtual mall, players will not only find a Claire's storefront
and mentions throughout the game, they will participate in mini-game
challenges at the store and add Claire's-branded charms to their virtual
jewelry box. The title is one of three CHARM GIRLS CLUB games
available for the Nintendo DS(TM), a popular gaming system among tween
girls. EA will also promote Claire's on the CHARM GIRLS CLUB Web
site at www.charmgirlsclub.com.
As part of the promotion, girls will be able to play the CHARM GIRLS
CLUB "Accessorize It" mini-game on the Claire's Web site www.claires.com
in the Fun & Games section. The mini-game will give visitors insight
into the kind of fun, fashionable and interactive gaming experiences
they can expect from EA's CHARM GIRLS CLUB titles. Claire's
will also promote the CHARM GIRLS CLUB games by featuring the
brand on its global Web sites.
CHARM GIRLS CLUB is a new, original series of games for tween
girls that are all about fun, friendship and collecting charms. In the
games, girls are immersed into the exciting world of the Charm Girls
where they will complete challenges that are fresh, fun and relevant to
their world, collecting sparkly virtual charms along the way. EA will
release four CHARM GIRLS CLUB titles in October including CHARM
GIRLS CLUB Pajama Party for the Wii(TM), and three titles for the
Nintendo DS: CHARM GIRLS CLUB My Fashion Mall, CHARM GIRLS
CLUB My Perfect Prom and CHARM GIRLS CLUB My Fashion Show.
For more information on CHARM GIRLS CLUB, visit http://www.charmgirlsclub.com
or to download artwork, visit http://info.ea.com.
For more information on Claire's, visit http://www.claires.com.
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.
EA, EA SPORTS, EA Mobile, POGO and Charm Girls Club are trademarks or
registered trademarks of Electronic Arts Inc. in the U.S. and/or other
countries. Wii and Nintendo DS are trademarks of Nintendo.
About Claire's
Claire's Stores, Inc. is a leading specialty retailer of accessories and
costume jewelry for girls and young women through its two store
concepts: Claire's and ICING. In total, more than 2,500 Claire's and
ICING stores can be found throughout the world. For more product related
information, visit the Claire's website at www.claires.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6033374&lang=en
SOURCE: Electronic Arts Inc.
EA
Katie Carrico, 310-754-7190
Senior Publicist
kcarrico@ea.com
Brooke Bauguess, 310-754-7312
Senior PR Manager
bbauguess@ea.com
Copyright Business Wire 2009