EA Acquires Exclusive Rights to Hasbro Brands
Electronic Arts and Hasbro announced last week that the companies have entered into a "strategic licensing agreement" that gives EA the exclusive worldwide rights to create games based on Hasbro licenses across all mediums - mobile, online, console, and PC. The deal runs through 2013, with an option to extend an additional four years.
This is a major coup for EA - Hasbro previously licensed brands individually. Most of Hasbro's current videogame licensee agreements will default to EA after their current term is expired. The Wall Street Journal has reported that there are a few exceptions, such as the Transformers license remaining with Activision.
Hasbro brands cover a broad spectrum, with many containing obvious mobile game potential. Hasbro brands include classic board games such as Monopoly, Clue, Connect Four, and Chutes and Ladders, as well as kids brands such as Furby, Giga Pets, BRATZ, and Nerf. More adult-oriented Hasbro licenses include Dungeons & Dragons, Trivial Pursuit, and Stratego.
"The gaming market has never been more primed for a revolution in how families enjoy games," Kathy Vrabeck, President, EA Casual Entertainment Label said in a statement. "Hasbro is the ideal partner to help propel this change. Their games define fun. These are games that we all love and remember from our childhoods. The combination of EA's market leadership in the interactive space and Hasbro's timeless franchises is a perfect partnership for today's market. Together EA and Hasbro can create the next generation of fun for a new wave of kids and families."
"Our toy and game brands have been family-favorites for decades, and aligning ourselves with EA will result in broadening the reach of our brands through the 're-imagining' of these beloved entertainment icons in all key digital categories," Brian Goldner, Hasbro's Chief Operating Officer said in a statement. "Through the years, EA has proven themselves time and again as an incredibly creative company that delivers amazing content across multiple brands. We are thrilled to work with EA in bringing our brands to the next level in the digital world."
The first Hasbro-licensed EA titles are not expected until 2008. The terms of the agreement were not disclosed.