Creation of Youth Sports Products Mark Expansion of EA SPORTS Brand
NEW YORK, Feb 16, 2009 (BUSINESS WIRE) -- Toy Island and EA SPORTS(TM), a label of Electronic Arts,
Inc. (NASDAQ:ERTS), are teaming up to develop a unique new line of
sports equipment that will bring the excitement of video game simulation
outside onto the fields of play. The multi-year agreement between Toy
Island, a leader in creating products for children worldwide, and EA,
the world's leading interactive entertainment software company, was
announced today by Robert Weinberg, Chief Executive Officer of Toy
Island and Peter Moore, President of EA SPORTS.
The first merchandising deal of its kind for EA SPORTS under a
partnership with IMG announced in February 2008, the new sporting goods
products are slated to launch in Fall 2009. IMG Licensing, a division of
global sports and entertainment company IMG, is the exclusive worldwide
consumer product and brand licensing agent for EA SPORTS.
"Our goal is to take the EA SPORTS brand deeper into the fabric of
sports, and into new markets that allow more people to unleash their
inner spirit of sports and competition," said Moore. "With Toy Island,
we've found a partner that shares EA SPORTS' passion for quality and
innovation. We're excited to be working with them to bring to market
unique products that are sure to be captivating for young athletes."
Tim Rothwell, Executive Vice President & Co-Managing Director, IMG,
said: "We are pleased that we were able to put EA and Toy Island
together in the development of this unique and innovative project."
The unique and differentiated EA SPORTS-branded products will bring
classic sports activities to life in a whole new way, utilizing
infrared, motion and equilibrium sensors. The products, which will serve
as a virtual coach as they instruct the user on form and technique,
speed and power, and more, are in development for baseball, football,
basketball, soccer and hockey. Products will include:
-
a line of interactive training tools featuring voice commands and
instructional coaching elements designed to take budding stars to the
next level;
-
a complete game-in-a-box containing all the equipment necessary for
kids to practice and play a sport;
-
aline of sports toys that will utilize electronics to reward
young athletes with cheers when they use proper techniques;
-
a basic line of high density-foam balls to help kids develop throwing
and kicking motor skills at an early age.
The products will be available for three youth categories: ages 3-6, 6-9
and 9-12. Other sports are expected to follow this year's launch.
"We could not be more thrilled with the opportunity to work with EA
SPORTS on what we think is the next level of sporting goods," said
George Vorkas, President of Toy Island. "To take games that so many of
us play with and make them relatable on a physical level to kids that
have grown up playing EA SPORTS video games, is something that we are
delighted to do."
Top-selling titles and franchises from EA SPORTS include Madden NFL
football, FIFA Soccer, NHL(R) hockey, NBA
LIVE basketball, NCAA(R) Football, Tiger
Woods PGA TOUR(R) and NASCAR(R)racing.
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is
the world's leading interactive entertainment software company. Founded
in 1982, the Company develops, publishes, and distributes interactive
software worldwide for video game systems, personal computers, cellular
handsets and the Internet. Electronic Arts markets its products under
four brand names: EA SPORTSTM, EATM, EA SPORTS
Freestyle TM and POGOTM. In fiscal 2008, EA posted
GAAP net revenue of $3.67 billion and had 27 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 Carter's, 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 decor lighting. The website
is located at www.toyisland.com.
EA SPORTS, EA SPORTS Freestyle, and POGO are trademarks or registered
trademarks of Electronic Arts Inc. in the U.S and/or other countries.
John Madden, NFL, FIFA, NHL, NBA, NCAA, Tiger Woods, PGA TOUR and NASCAR
are trademarks of their respective owners and used with permission. All
other trademarks are the property of their respective owners.
SOURCE: Electronic Arts Inc.
Seldin Gross Communications for Toy Island
Drew Seldin, 917-608-6786
dseldin@seldingrosspr.com
Josh Gross, 347-432-8300
jgross@seldingrosspr.com
or
EA SPORTS
David Tinson, 650-628-5189
dtinson@ea.com
Copyright Business Wire 2009