US TOY FAIR 09: EA Sports brand to be expanded

Samantha Loveday

By Samantha Loveday

February 17th 2009 at 12:27PM
US TOY FAIR 09: EA Sports brand to be expanded

IMG seals deal with Toy Island Partners for creation of youth sports products.

Toy Island and the EA Sports division of video game giant Electronic Arts are teaming up to develop a new line of sports equipment.

The multi-year deal is the first agreement struck through EA's partnership with IMG, which is the exclusive worldwide consumer product and brand licensing agent for EA Sports.

Products - which will roll out from this autumn - will include a line of interactive training tools featuring voice commands and instructional coaching elements; a complete game-in-a-box; a collection of sports toys using electronics; and a basic range of high density foam balls to help kids developing throwing and kicking motor skills at an early age.

"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 Peter Moore, president of EA Sports.

"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 VP and co managing director at IMG, added: "We are pleased that we were able to put EA and Toy Island together in the development of this unique and innovative product."