Phil Elliott
12:23 (BST)
10/08/2007
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EA and Hasbro get casual
Toys and games collide as giants form partnership
Classic titles such as Monopoly, Scrabble and Yahtzee are set to be invigorated as part of a new deal that will see exlcusive global publishing rights of a number of Hasbro properties handed to EA.
The titles will be published across a range of platforms, including mobile, handheld, PC and consoles, starting in 2008, while Hasbro will license some as yet unannounced EA franchises for the toy and traditional game markets.
The deal comes after speculation that followed Glu Mobile's recent loss of the Monopoly license.
Kathy Vrabeck, president of EA's Casual Entertainment label pointed to a greater family focus as a prime reason for the deal.
"These are games that we all love and remember from our childhoods. Together EA and Hasbro can create the next generation of fun for a new wave of kids and families."
Chip Lange will head up the arrangement from EA's side, taking the role of vice president and general manager, while Hasbro's senior vice president Mark Blecher will handle it from the other direction.
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