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NEWS
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Toy Island Partners With EA To Develop Innovative Sporting Goods
Creation of Youth Sports Products Mark Expansion of EA SPORTS BrandNew York, February 16, 2009 - Toy Island and EA SPORTS™, 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: 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® hockey, NBA LIVE basketball, NCAA® Football, Tiger Woods PGA TOUR® and NASCAR® racing. About Electronic Arts About Toy Island 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. Press Contacts: EA SPORTS |