Hasbro's Littlest Pet Shop goes online

Toy giant teams with Electronic Arts to create community destination for brand.
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Electronic Arts and Hasbro are to launch an online entertainment and community destination based on the Littlest Pet Shop brand this year.

The new site will allow girls to play and customise their pets, connect with friends and participate in online games, activities and events.

EA released five Littlest Pet Shop games in 2008 on the Nintendo Wii and DS systems and PC, selling 2.8 million copies worldwide. A sixth title is due for release on DS in March.

"The creation of a Littlest Pet Shop virtual world marks the first major online collaboration designed for girls between EA and Hasbro that masterfully blends the leadership in imagination and innovation that each company brings from their respective industry," said Chip Lange, general manager and VP of EA Hasbro.

"Pre-teen girls spend an enormous amount of time online and are actively seeking something that they can connect and have fun with in a meaningful way. Littlest Pet Shop Online will become the safe destination where girls go to explore and interact with their virtual Littlest Pet Shop collections and friends."

Mark Blecher, general manager of digital gaming and media at Hasbro, added: "Millions of girls globally will now have a place where they can come together to connect, collect and share in Littlest Pet Shop fun."

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