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EA teams with H&M for themed expansion pack

Electronic Arts has released a themed expansion pack for The Sims 2 with branding from High Street retail chain H&M.

Electronic Arts has released a themed expansion pack for The Sims 2 with branding from High Street retail chain H&M.

The Sims 2 H&M Fashion Stuff pack allows users to create their own clothing for in-game avatars, sample the stores' real-world collections and design their own retail environment.

"Marrying a fashion-forward company with a game and community recognised around the world for its user-generated content will allow people to reflect their personalities and express their creativity," said vice president of global brand development at EA, Steve Seabolt.

"This brings new and exciting game content from two trusted brands that share the same global footprint and customer profile."

Users will be able to enter their clothing designs into a competition, with the most popular chosen to be broadcast in online fashion shows.

"We're very excited that H&M is the first brand to enter this way into The Sims world," commented Jörgen Andersson, head of marketing at H&M.

"For us the Stuff pack is a fun opportunity to meet our customers and to show parts of our summer collection. The Sims players are known for their creativity, self-expression and cleverness — we are excited to see the participants' designs for the virtual fashion runaway."

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Matt Martin

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Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.