Electronic Arts (EA) has gotten into a strategic licensing agreement with Hasbro that will allow the former to develop digital games based upon Hasbro’s intellectual properties like Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop.
Brian Goldner, COO, Hasbro comments, “Our toy and game brands have been family-favorites for decades, and aligning ourselves with EA will result in broadening the reach of our brands through the ‘re-imagining’ of these much-loved entertainment icons in all key digital categories. Through the years, EA has established themselves time and again as an extremely creative company that delivers amazing content across multiple brands. We are excited to work with EA in bringing our brands to the next level in the digital world.”
Kathy Vrabeck is the President of EA Casual Entertainment Label. She says, “The gaming market has never been more ready for a revolution in how families enjoy games. Hasbro is the ideal partner to help drive this change. Their games define fun. These are games that we all love and remember from our childhoods. The combination of EA’s market leadership in the interactive space and Hasbro’s timeless franchises is a perfect partnership for today’s market. Together EA and Hasbro can create the next generation of fun for a new wave of kids and families.”
It will be a win-win situation for EA as well as Hasbro. The toy maker will make toys and traditional games based on select EA franchises. The original term of the strategic relationship runs through December 31, 2013 and there is a chance that it might be extended for four more years.
However, you can expect the games by EA based on Hasbro’s IPs by 2008. These games will come out on mobile, online, handheld, PC as well as the console platforms. As for the toys, there is no clear confirmation on which titles will be made into toys. But I am looking forward to action figures from Crysis!