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Hasbro gets digitized with EA deal

By Tina Benitez -- Gifts and Dec, 8/10/2007 10:05:00 AM

REDWOOD CITY, Calif. and PAWTUCKET, R.I.—Electronic Arts (EA) has partnered with Hasbro under a licensing agreement that gives EA exclusive worldwide rights to create digital games based on popular Hasbro properties while Hasbro also has rights to develop toys and traditional games based on EA franchises.

Under the agreement, EA has rights to develop games across multiple platforms including mobile, online, handheld and PC games for Hasbro properties like Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop, more than 100 brands in total. The first games are scheduled to launch in 2008.

Mark Blecher, senior vice president at Hasbro is excited about the possibility of bringing Hasbro properties to the digital world, particularly in bringing Hasbro board games to Xbox Live. “EA made a real concerted effort to begin developing real intellectual properties,” he says. “And we’re trying to enhance existing brands and be far more aggressive, which is why we are bringing our brands to these different platforms. Beyond the casual gaming, there are also video game consoles. EA wants to exploit these platforms, so it makes sense to work with the industry leader.”

The company has already started developing games around Hasbro's Monopoly, Nerf, Littlelest Pet Shop and GI Joe to name a few.

“The gaming market has never been more primed for a revolution in how families enjoy games,” said Kathy Vrabeck, president, EA Casual Entertainment Label. “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. 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.”

EA veteran Chip Lange will lead the overall Hasbro business initiative as vice president and general manager, and Hasbro’s Mark Blecher will head up Hasbro’s digital gaming initiatives. The agreement runs through December 31, 2013, and may be extended for an additional four years.

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