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Hasbro and EA throw hats into casual game ring

There is nothing casual about the way players in the kids industry are getting into the casual gaming space. On the heels of a recent slew of deals, Redwood City, California-based Electronic Arts and toy giant Hasbro have announced their intention to enter the market. Today the companies entered into a strategic six-year licensing agreement that grants EA the exclusive worldwide rights to create digital games based on Hasbro IP including Monopoly, Scrabble, Yahtzee, Nerf and Littlest Pet Shop.
August 10, 2007

There is nothing casual about the way players in the kids industry are getting into the casual gaming space. On the heels of a recent slew of deals, Redwood City, California-based Electronic Arts and toy giant Hasbro have announced their intention to enter the market. Today the companies entered into a strategic six-year licensing agreement that grants EA the exclusive worldwide rights to create digital games based on Hasbro IP including Monopoly, Scrabble, Yahtzee, Nerf and Littlest Pet Shop.

EA will develop interactive applications targeted at a mass audience that will work on multiple platforms including mobile, online, handheld devices and video game consoles. The first games created under the deal should roll out in early 2008.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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