US: EA to extend gaming brands

Video games publisher appoints Creative Minx to boost its merchandising activities.
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Licensing and marketing agency Creative Minx Marketing is to help Electronic Arts to push its brands into other categories outside of video gaming.

The firm will aim to create brand extensions for several of the publisher's key franchises, including The Sims (pictured), MySims, Dead Space, Mass Effect 2, Dragon Age, Dante's Inferno and Army of Two.

It will be looking at multiple categories including collectibles, peripherals, apparel and accessories.

"We selected Creative Minx for its deep experience and long-term relationships throughout the licensing industry, as well as its proven track record of being able to create and maintain merchandising franchises for interactive brands," said Patrick O'Brien, VP of EA Entertainment.


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