EA and Toy Island team up for branded youth sporting goods

February 17, 2009 by Emily Claire Afan

Video game brand EA Sports is moving from the gaming world and into the kids physical sports arena via a new relationship with Toy Island.

The multi-year deal will see the toyco developing a new line of branded sports equipment for three demos – three to six, six to nine, and nine to 12 – set to launch this coming fall. It’s the first merch deal of its kind for the game label, thanks to its partnership with IMG Licensing, the exclusive worldwide CP and brand licensing agent for EA Sports.

The products will feature infrared, motion and equilibrium sensors, and will also serve as a virtual coach with voice commands, instructing users on form and technique, speed and power, and more, for baseball, football, basketball, soccer and hockey. The products will include a complete game-in-a-box with all the necessary equipment for kids to practice and play a sport, they’ll reward young athletes with cheers when proper techniques are executed, and include a basic line of high density-foam balls to help kids develop throwing and kicking motor skills at an early age.