Hornby commits to video games tie-in

Need For Speed Scalextric the first of several partnerships between firm and EA.
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Hornby has revealed it will be bringing more Electronic Arts properties to toy shelves in 2010.

The company is already seeing strong sales from its Need For Speed Scalextric range, which launched in July, and is now working on additional joint ventures with the games publisher.

“The Need For Speed products are performing above expectations, so we anticipate a good level of interest over Christmas,” said marketing manager Paul Chandler.

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