August 16th, 2007 by Arjan Olsder Posted in Brand Licensing | No Comments »
In Glu‘s latest financial results, we already reported that Glu will loose several licenses from Hasbro as Hasbro showed interest in a partner that was also able to publish on console and PC platforms. At that point, EA was mentioned as possible candidate.
A few days ago, EA issued an official press release stating the signing of a deal with Hasbro to do so, meaning EA Mobile will be publishing Monopoly, Scrabble, Yahtzee and other top of the line titles until December 31st of 2013. EA doesn’t expect to see any results of this deal in the 2007 fiscal year.
"The gaming market has never been more primed for a revolution in how families enjoy games," said Kathy Vrabeck, President, EA Casual Entertainment Label. "Hasbro is the ideal partner to help propel this change. Their games define fun. These are games that we all love and remember from our childhoods. The combination of EA’s market leadership in the interactive space and Hasbro’s timeless franchises is a perfect partnership for today’s market. Together EA and Hasbro can create the next generation of fun for a new wave of kids and families."
"Our toy and game brands have been family-favorites for decades, and aligning ourselves with EA will result in broadening the reach of our brands through the ‘re-imagining’ of these beloved entertainment icons in all key digital categories," said Brian Goldner, Hasbro’s Chief Operating Officer. "Through the years, EA has proven themselves time and again as an incredibly creative company that delivers amazing content across multiple brands. We are thrilled to work with EA in bringing our brands to the next level in the digital world."
In addition, Hasbro has received a license to create toys based on EA titles, meaning we will probably see Burnout cars in the shelves, ready to crash for real.
