[CES] EA SPORTS to Expand Brand with Launch of New Peripherals

[Tami]

Accessory Makers to Help Extend Reach of EA SPORTS Products Across the Globe


REDWOOD CITY, Calif.--(BUSINESS WIRE)--Electronic Arts Inc. today announced multi-year license agreements with consumer electronic accessory manufacturers Sakar International Inc., Sunflex Europe and ACCESSORIES 4 TECHNOLOGY Ltd. (A4T). With the agreements, the [url=\"http://www.EASPORTS.com\"]EA SPORTS[/url]™ label and its partners will bring to market EA SPORTS-branded peripheral products, including for the EA SPORTS Active line of interactive fitness products, to enhance the interactive experience across multiple titles for gaming consoles, PCs and mobile platforms.

“Each of these new partnerships offers EA SPORTS new ways to improve our consumers’ experience and deepen their connection to the fabric of sport”

[url=\"http://www.sakar.com\"]Sakar[/url], [url=\"http://www.sunflex-europe.com\"]Sunflex[/url] and [url=\"http://www.accessories4technology.com\"]A4T[/url] will be working collaboratively with EA SPORTS and IMG to market and distribute new EA SPORTS-branded peripherals across the globe, designed to enhance the experience of playing EA SPORTS video games and interactive fitness products. These agreements are the latest round of partnerships created in collaboration with IMG Licensing, the exclusive worldwide consumer product and brand licensing agent of EA SPORTS.

“Each of these new partnerships offers EA SPORTS new ways to improve our consumers’ experience and deepen their connection to the fabric of sport,” said Glenn Chin, Vice President of Brand Marketing at EA SPORTS. “With our games, we always strive to deliver innovation, authenticity and fun. We see a tremendous opportunity with these partners to bring those qualities to life in unique and exciting new products for EA SPORTS.”

Details of EA SPORTS’ new licensing agreement include:

Sakar International Inc., a producer of licensed products for leading consumer brands, will create Wii™ and Nintendo DS™ gaming accessories as well as youth electronics for EA SPORTS products for distribution in North America. Products will include new gaming controls and a full range of EA SPORTS-branded multi-media and computer accessories. The first items are expected to be released in spring 2010. (Announced today at the opening of the Consumer Electronics Show (CES) in Las Vegas.)

Sunflex Europe, known for its high tech gaming accessories, will bring EA SPORTS-branded peripherals to gamers across Europe in 2010. Sunflex Europe will provide more than 20 products already in production under the agreement.

A4T will develop and produce a range of accessories for EA SPORTS titles for all platforms, including iPod®. A4T will have exclusive rights to distribute in the United Kingdom and Ireland.

All three companies will work collaboratively with EA SPORTS and IMG, sharing technology and designs to bring products to market in their respective territories