But when I arrived at the EA Mobile hands-on session, the only game they had to show me was Scrabble. Which came out like a year ago. What gives?

Well — to EA Mobile, what's important here is "delivering on the promise of mobile." To do that, says VP Travis Boatman, a company has to have a great device to work with with a great operating system and a great merchandising-distribution platform.

"We've always believed in mobile," said Boatman. "We're in this for the long haul. And it's not going to stop here."

So when we got Scrabble on both Facebook and iPhone last year, that wasn't the end of it for EA Mobile. With the release of the Apple 3.0 firmware for the iPhone, they've connected the two versions so you can play against up to four people cross-platform (well, cross iPhone/PC).

I have to admit, this is pretty slick. You can see the moves your PC-bound buddy makes without refreshing the screen on your iPhone and you can even carry on a chat in the chat box.

But as nifty as it is, it's still not Wolfenstein RPG.

Look for the update to your Scrabble app sometime tomorrow or — if there's some SNAFU on the Apple side — sometime over the next few days.

Rather than release Hasbro Family Game Night as one complete package as they did with the Wii release, EA instead plans on releasing the games as a series of Xbox Live Arcade games on the 360. The line up includes Scrabble, Boggle, Yahtzee, Battleship, Sorry!, and Sorry! Sliders, which I am assuming is Sorry! played with Krystal burgers, though I could be wrong. Players will be able to earn trophies, furniture, and special themes used to decorate their own little virtual game room. The first titles will begin trickling out in the spring.

Along with this announcement, EA also announced Scrabble for the DS and PSP, both due out in March of this year. Both versions feature Wi-Fi multiplayer, furthering EA and Hasbro's plans to make family game night less cluttered but more expensive.

EA Delivers Scrabble to Every Major Digital Platform in 2009 and Brings Hasbro Family Favorite Board Game Experiences to Xbox LIVE Arcade

Highly Anticipated Hasbro-Branded Video Games to Be Showcased at Consumer Electronics Show Booth # 72201

2009 International CES
Booth #72201
REDWOOD CITY, Calif.—(BUSINESS WIRE)—Fans of casual, family-friendly games are about to see their circle of fun widen with a slate of new Hasbro-branded digital play experiences on a variety of platforms from Electronic Arts Inc (NASDAQ:ERTS) in 2009. Leading the charge is SCRABBLE, which rocketed to the No. 1 position on Pogo.com™ with more than 2.5 million players laying down virtual tiles since its June 2008 launch. The best-selling crossword puzzle board game is on deck to land on handheld platforms including the Nintendo DS™ and Sony PlayStation®Portable system (PSP®) in March 2009 in the US and Canada. EA is also gearing up to inject nostalgic fun into the Xbox LIVE® Arcade by bringing perennial board game favorites to the popular platform. Under a Hasbro Family Game Night banner, games such as SCRABBLE (US and Canada only), BOGGLE, BATTLESHIP, YAHTZEE, CONNECT FOUR, SORRY! and SORRY! Sliders will begin to roll out in Spring 2009. EA will showcase the highly anticipated lineup at the Consumer Electronics Show on January 8-11, 2009 in Las Vegas.

“We believe our Hasbro Family Game Night channel on Xbox LIVE Arcade will be one of the most dynamic and fun collections available on the platform,” said Chip Lange, General Manager of EA Hasbro. “We’ve been given the unique opportunity to create an exclusive EA Hasbro branded destination within the Xbox LIVE Arcade so players can easily find and play our lineup of family-friendly digital board games. Just as families have game closets in their home, they will also be able to stock a digital game closet serving up hours of interactive play for kids and adults alike.”

“The consumer response to Hasbro’s brands arriving on digital platforms in such fresh, inventive ways has been incredibly positive,” said Mark Blecher, General Manager of Digital Media and Gaming at Hasbro. “SCRABBLE alone has taken the US and Canadian markets by storm in a very short period of time and we expect the momentum to remain at full throttle through the Nintendo DS and PSP handheld releases and beyond. The level of creativity and meticulous execution that EA has poured into the re-imagination of the SCRABBLE and Hasbro Family Game Night experiences have set the bar very high for the many other games under development, but we’re confident that we’ve just scratched the surface of what digital fun feels, looks and plays like. It’s going to be a very exciting year for casual game fans.”

SCRABBLE on the Nintendo DS and PSP will offer something for every crossword puzzle fan with three modes of play including: Classic, which offers traditional play; Speed, where players race the clock; and, the new fast paced SCRABBLE SLAM card game, where players try to be the first to discard all their SLAM cards by making four letter words. SLAM will be available for the first time digitally on the handheld versions of SCRABBLE. With six difficulty levels, SCRABBLE will serve up a Training mode with six training exercises that enable new or rusty players to polish their skills before their first big showdown. SCRABBLE comes loaded with extras such as SCRABBLE Word Finder and Wi-Fi multiplayer capability (both single and multi-cart play). Debuting in March 2009, the Nintendo DS and PSP games are expected to be rated “E” for Everyone and carry an MSRP of $29.99.

The SCRABBLE Nintendo DS and PSP games will join the roster of previously released versions which have proven to hold great appeal, similar to its board game counterpart. In the past two years, EA launched three separate mobile versions of the game (in the US and Canada only) – including SCRABBLE for the iPod®, iPhone™ and feature phones. Online versions of SCRABBLE also launched on Pogo.com and social networking sites in June 2008. All have been widely adopted and received accolades across platforms.

SCRABBLE was the No. 1 multiplayer game in its launch month, competing against more than 100 other offerings on Pogo.com. In July 2008, more than 5 million SCRABBLE games were played, equating to 4.3 million hours of play.
SCRABBLE for the iPhone and iPod touch launched in July and quickly rose into the top 25 of all applications. Today, out of over 8,000 applications on the App Store, SCRABBLE remains in or near the top 50.

EA and Hasbro will stock Xbox LIVE Arcade with Hasbro Family Game Night, a crowd-pleasing assortment of games that are instantly recognizable household names such as SCRABBLE, CONNECT FOUR, BOGGLE, YAHTZEE, BATTLESHIP, SORRY!, and SORRY! Sliders. All games will feature both original and new ways to play, including a Party Mode that features multiple mini-game versions of each title. Additional customization features will allow players to earn virtual trophies, furniture and themes to decorate their personal virtual game rooms. The Hasbro Family Game Night lineup will take full advantage of Xbox LIVE community features such as online play, Achievements, the ability to launch new games without leaving the environment, and sharing customized space with friends. The EA Hasbro virtual game closet is slated to open in Spring 2009 with multiple games followed by additional releases throughout the year.

The lawsuit came about after Hasbro's requests to Facebook to remove the Scrabble homage went unanswered back in January of this year. Days after the lawsuit hit, the creator's of Scrabulous removed the game themselves, replacing it soon after with a retooled version in the form of Wordscraper, removing the game's obvious Scrabble design influence.

While court documents didn't specify a reason for Hasbro's withdraw, it is most likely that the changes made did the trick. The massive popularity of their official Facebook Scrabble game probably helped. Now Facebook users can finally get back to worrying about more important things, like taking movie quizzes.

Hasbro drops suit over Scrabble-clone Scrabulous [Mobile News Network]

In January when Hasbro first began to fuss about Scrabulous, many were perplexed — wasn't the prolific Facebook board game an homage to the original, arguably even a sort of viral marketing? But today's infringement suit announcement comes just after Electronic Arts, through its partnership with Hasbro, launched its own official Scrabble game on Facebook, a launch no doubt complicated by the existence of an unlicensed, competing game.

Hasbro says Scrabulous infringes on its intellectual property rights, and is suing creators Rajat Agarwalla and Jayant Agarwalla, while requesting that Facebook pull the application immediately.

Full announcement follows the jump.

Hasbro, Inc. Files Infringement Suit Against Creators of Scrabulous Game Application
Suit Filed in Southern District of New York Centers on Application’s Infringement of Hasbro’s SCRABBLE Intellectual Property Rights in the U.S. and Canada

PAWTUCKET, R.I.—(BUSINESS WIRE)—Hasbro, Inc. (NYSE:HAS) today filed suit against the creators of the Scrabulous game application, which infringes on the Company’s SCRABBLE intellectual property rights.

In addition, Hasbro has delivered to Facebook, which hosts the Scrabulous game, a notification of copyright infringement under the Digital Millennium Copyright Act (or the “DMCA”) requesting that they remove the Scrabulous application in the U.S. and Canada as soon as possible.

“Hasbro has an obligation to act appropriately against infringement of our intellectual properties,” said Barry Nagler, Hasbro’s General Counsel. “We view the Scrabulous application as clear and blatant infringement of our SCRABBLE intellectual property, and we are pursuing this legal action in accordance with the interests of our shareholders, and the integrity of the SCRABBLE brand.”

The suit, which was filed in the Southern District of New York earlier today, names Scrabulous creators, Rajat Agarwalla and Jayant Agarwalla, and RJ Softwares as the defendants.

Hasbro has a strategic alliance with Electronic Arts Inc. (NASDAQ:ERTS) to create digital games based on a huge array of Hasbro’s intellectual properties. As part of this alliance, Electronic Arts launched a legitimate version of SCRABBLE for Facebook earlier this month. This represents the first of many Hasbro game properties slated to launch on social networking sites later this year.

“Hasbro and Electronic Arts are very pleased to offer fans an authentic SCRABBLE experience on Facebook, which is complementary to EA’s full-range of SCRABBLE offerings — from the cell phone, to the iPod, and now, social networking,” said Mark Blecher, General Manager, Hasbro Digital Media and Gaming. “Hasbro and EA have worked diligently to provide a great game play experience on Facebook, and we are confident that fans of the game will welcome a genuine experience highlighted by top of the line graphics, strong technical support, and of course, classic SCRABBLE game play.”

“After playing with EA's version of SCRABBLE on Facebook, I have no doubt that SCRABBLE players in the U.S. and Canada will absolutely love the authentic game play and overall experience,” said John D. Williams Jr., Executive Director of the National SCRABBLE Association (NSA). “I am particularly pleased that EA's version of SCRABBLE offers such a simple and intuitive interface which will allow players to jump right in and start playing. Between the classic board game, Facebook, Pogo, the iPod and the iPhone, our members can now play their favorite game virtually anytime, anywhere.”

Hasbro, Inc. is a worldwide leader in children’s and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital, under such powerful brand names as TRANSFORMERS, PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER, CRANIUM and WIZARDS OF THE COAST. Come see how we inspire play through our brands at www.hasbro.com. (C)2008 Hasbro, Inc. All Rights Reserved.

Regardless you can play the Pogo.com version, should have you have the patience for it. As much as we'd like to impress the Scrabble bot AI with our vocabulary, we're probably going to pass in favor of reading the press release for the third time. It's full of words!

EA AND HASBRO DELIVER AUTHENTIC SCRABBLE WEB FUN TO FACEBOOK PLATFORM AND POGO.COM

Redwood City, Calif. – July 7, 2008 – Sign in and start playing the most renowned word game, as Electronic Arts (NASDAQ: ERTS) and Hasbro Inc. (NYSE:HAS) deliver the latest in SCRABBLE games in the US and Canada on the Facebook® and online at Pogo.com™. EA’s first Hasbro-based Facebook application launches later this month and the Pogo.com SCRABBLE game is available now, extending the presence of EA SCRABBLE games across two new platforms in July.

SCRABBLE from EA on Facebook Platform will be the first EA Hasbro-licensed property to go live on a social networking site, with many more Hasbro game properties in development and slated to launch on social networking sites later this year. SCRABBLE on Pogo is the initial HASBRO title in a suite of free online games slated to go live on Pogo in 2008. EA SCRABBLE games currently are available on mobile phones and the iPod® in the US and Canada.

“SCRABBLE is one of the best social game brands in existence and we’ve worked diligently with the Hasbro team to ensure that regardless of the platform you’re playing, you’ll be able to enjoy a world class version of SCRABBLE with friends or family,” said Chip Lange, General Manager, EA Hasbro Games. “We’re delighted to be bringing communities everywhere access to one of their favorite games.”

“Hasbro, together with EA, is eager to share our expertise and technological know-how by bringing a genuine SCRABBLE experience to fans throughout the US and Canada whenever they want and wherever they go,” said Mark Blecher, General Manager, Hasbro Digital Media and Gaming. “We understand the current popularity and potential of web-based and social network gameplay for a wide range of our toy and game brands. EA and Hasbro are committed to providing SCRABBLE fans with a great digital game experience.”

“After playing with EA’s social networking and Pogo versions of SCRABBLE, I have no doubt that SCRABBLE players in the US and Canada will absolutely love the gameplay and overall experience,” said John D. Williams Jr., Executive Director of the National SCRABBLE Association (NSA). “We have seen the SCRABBLE brand grow in popularity in so many different ways, including this year’s School SCRABBLE Championship and the current interest in SCRABBLE for social networking. I am particularly pleased that the Pogo and Facebook EA SCRABBLE games offer such simple and clean interfaces that allow players to jump right in and start playing.”

SCRABBLE on Facebook Platform

The SCRABBLE application built on Facebook platform provides an intuitive interface that allows head-to-head challenges with family, friends or anyone accessing Facebook from within the US or Canada. Players can choose to play a real-time turn-based game or pause and pick up to resume playing at their leisure. With easy tracking of scores and statistics, players will always know where they rank against competitors. While playing SCRABBLE on Facebook, gamers can enjoy built in chat and dynamic animations. They can also get help from extensive word lists and choose one of the several flexible speed levels to customize their level of difficulty.

SCRABBLE on Pogo.com

Play SCRABBLE for Pogo alone or with up to three friends in real time. Players can choose one of five customizable skill levels that match the dictionary and opponent accordingly. Pogo offers several “rules” including: house rules when playing with family, traditional rules to follow the style of the board game and à la carte rules for those who want to make up their own. Timed games allow for fun competition, but the integrated hints, tips and tricks allow every level of player to hone skills and become a champion in SCRABBLE on Pogo. As a bonus, Club Pogo players will be able to unlock extra SCRABBLE features including their own set of NSA tournament rules, the ability to play rated games modeled after the National Scrabble Association’s rating system, a choice of three different SCRABBLE boards and a NSA room, exclusively for NSA tournament players to compete online.

For screenshots and assets, please visit www.info.ea.com. For more information about the mobile phone version of SCRABBLE, please visit www.eamobile.com. For more information about Pogo.com visit www.pogo.com.

Electronic Arts today announced nine Hasbro games that will be hitting a variety of platforms over the next year.

Littlest Pet Shop and NERF "N-Strike" are both set to come to the Wii and DS this fall, with Littlest Pet Shop also making its way to the PC. Scrabble, Monopoly Here and Now and Yahtzee Adventures are all being developed for mobile phones. Electronic Arts is also developing Yahtzee, Monopoly Here and Now: World Edition, Trivial Pursuit and Operation for their online casual gaming service, Pogo.com.

"EA and Hasbro want to give families new ways to enjoy games; we want give them a new way to come together, connect, spend time and have fun around the TV or online," said Chip Lange, Vice President and General Manager of EA's Hasbro Studio. "Bringing the spirit of these games to life as video games has allowed us to create really unique and creative experiences for families and friends of all ages to enjoy together at home or online."

"We are thrilled that together we are bringing our great toys and games to life in the digital world and providing consumers with new and dynamic ways to enjoy our amazing brands," said Mark Blecher, Hasbro's Senior Vice President of Digital Media and Gaming.

EA will be showing off a number of the games at the upcoming Toy Fair in New York later this month. Hit the jump for the full release with game descriptions.

EA ANNOUNCES FIRST HASBRO TITLES IN DEVELOPMENT — PLAYERS CAN COLLECT, BLAST, DEAL OR SPELL THEIR WAY TO VIDEO GAME FUN!

LITTLEST PET SHOP, NERF, MONOPOLY and YAHTZEE among First Franchises to Hit a Variety of Game Systems, Online and Mobile under EA and Hasbro Agreement

REDWOOD CITY, Calif. - February 11, 2008 - EA Casual Entertainment today announces its first step in transforming the interactive family entertainment landscape with its initial slate of Hasbro games in development on a variety of game consoles, mobile devices and for online play. These games provide new ways for families to build relationships through digital entertainment with some of world's greatest brands. The first Nintendo Wii and DS titles that will be available this fall are LITTLEST PET SHOP, and NERF "N-Strike," both in production at EA's Salt Lake Studio. EA also is developing new MONOPOLY and SCRABBLE ®(in North America) titles for multiple platforms, as well as other titles that will be announced later this year.

Mobile gamers can already experience the fun of SCRABBLE (in North America) and YAHTZEE DELUXE on their phones. Starting this spring, EA Mobile will introduce the next generation of classic Hasbro titles. The first games in this exciting new expansion include MONOPOLY HERE & NOW, TRIVIAL PURSUIT®, RISK, and YAHTZEE ADVENTURES, a re-invention of the classic dice game.

For online web play EA's Pogo.com is developing engaging, authentic online experiences for MONOPOLY and YAHTZEE as fun, multiplayer experiences. Trivia fans can look forward to the much anticipated launch of TRIVIAL PURSUIT this fall. Additionally, Pogo.com is launching two connected downloadable titles, OPERATION and PICTUREKA, which can be played offline or players can connect online on Pogo for bonus features and the social experience of playing the game with others. With more than 13 million visitors a month, the pogo.com community delivers a unique online experience for family and friends to connect and play these hugely popular Hasbro games together in the virtual world.

"EA and Hasbro want to give families new ways to enjoy games; we want give them a new way to come together, connect, spend time and have fun around the TV or online," said Chip Lange, Vice President and General Manager of EA's Hasbro Studio. "Bringing the spirit of these games to life as video games has allowed us to create really unique and creative experiences for families and friends of all ages to enjoy together at home or online."

"We are thrilled that together we are bringing our great toys and games to life in the digital world and providing consumers with new and dynamic ways to enjoy our amazing brands," said Mark Blecher, Hasbro's Senior Vice President of Digital Media and Gaming.

At Hasbro's Toy Fair showcase in New York February 17-19th, EA will unveil LITTLEST PET SHOP on the Wii and DS, NERF "N-Strike", and EA Mobile's SCRABBLE, YAHTZEE ADVENTURES and MONOPOLY HERE & NOW.

EA HASBRO TITLES IN DEVELOPMENT INCLUDE:
LITTLEST PET SHOP for Wii, DS and PC, scheduled to ship Fall 08
LITTLEST PET SHOP brings the magic of owning your own pet shop to your home. EA brings the quirkiness and cuteness of the popular Hasbro girl's brand to life in a new digital world. Players can explore three unique environments as they unlock new pets, playsets, accessories and more.
Players will discover magical moments of delight as they build relationships with their pets. This game is the next must-have addition to fans growing Littlest Pet Show collection. Add to the ultimate Littlest Pet Show collection with three different versions of the Nintendo DS game; each with unique pets.

NERF "N-Strike" for Wii and DS, scheduled to ship Fall 08
Become the master of mayhem in the first NERF blaster action game. In a world created to be the perfect landscape for NERF pandemonium, players can wreak havoc and perfect their blasting skills or challenge friends to clashes with both single and multi-player game modes. With the brand new custom NERF blaster, players can then take the action outside as their controller transforms to fire actual NERF darts!

EA MOBILE
SCRABBLE® for mobile phones, currently available in North America
This exciting update of the classic board game now includes flexible difficulty levels, built-in word list, dynamic animations, scrolling and full-board views. Easy-to-use controls allow for alone play, a challenge with computer in a phone, or enjoy pass 'n play with a friend. Easily keep track of game scores and statistics. Fun new features appeal to both wordplay mavens and casual gamers. Test word wits with SCRABBLE!

MONOPOLY HERE AND NOW for mobile phones, scheduled to ship in March 08
Monopoly Here and Now, a modern makeover of the world's most popular board game. Buy and sell destinations around the U.S. as you compete to own it all and win! Unique player icons, sound effects, vivid graphics and easy-to-use, one-button controls deliver all the excitement of the beloved game.

YAHTZEE ADVENTURES for mobile phones, scheduled to ship in April 08
Play the treasured dice game on your phone. Travel the globe, meet new characters and challenge them to a game, roll the colorful dice and be the first to score a YAHTZEE! Enjoy Classic, Duplicate, Rainbow and Battle modes. Pass 'n Play with your friends, or try your hand at a Yahtzee single-player adventure. Dynamic, exciting gameplay, easy controls, automatic scorekeeping deliver terrific mobile entertainment for you, your friends and family.

POGO.COM GAMES
YAHTZEE for online play: scheduled to release Summer 08
Shake, Score and Shout YAHTZEE with family and friends online! There are two ways to win in this fun and addictive game from Pogo.com. Compete for the top score on a real-time leader board as you and up to 19 people roll the dice in a series of timed rounds. Show your team spirit as you collaborate with other players to advance your team goal and earn bonuses for scoring YAHTZEE together. Take the YAHTZEE fun online!

MONOPOLY HERE & NOW: WORLD EDITION for online play: scheduled to release Fall 08
Risk it all to own it all online! Jet set across the globe and buy and sell property in the most desirable cities in the world. Play alone or wheel and deal with up to 3 people using one of three sets of rules or make the game more challenging by customizing your own game. The unique player icons, sound effects and graphics deliver all the excitement of the beloved game. Will you be the next the next online billionaire?

TRIVIAL PURSUIT for online play: scheduled to release Fall 08
Get your daily dose of trivia fun online! Challenge your daily trivia knowledge with an easy to access, interactive online trivia game. Answer the trivia questions correctly and earn points towards your wedges in pursuit of completing your pie collection by the end of the week. The player with a full pie wins! Not a trivia expert? Take a stab at it. There's something in it for everyone!

OPERATION downloadable game for the PC: scheduled to release Fall 08
The medicine is madcap and YOU are the M.D. as the ER goes arcade-crazy in OPERATION. Your role: emergency surgeon. Your challenge: diagnose and treat patients by successfully performing operations, each one a mini-game. Resources are limited and the clock is ticking, so you've got to heal 'em up and move 'em out.... Do well, and you earn points and upgrades for your hospital. Do poorly, and you'll face malpractice lawsuits from angry plaintiffs with glowing noses. Either way, OPERATION will have you — and your patients — in stitches!

EA's Hasbro games in development are part of the newly formed EA Casual Entertainment Label within Electronic Arts Inc (NASDAQ:ERTS). The Casual Entertainment Label is focused on creating and delivering fun and appealing casual entertainment experiences for a mass audience. With simple rules and engaging designs, these games are easy for a new player to learn but difficult to master. EA's casual games portfolio include such titles as recently announced BOOM BLOX, and currently available SmartyPants™ for the Wii™, Tetris® for mobile phones and the online gaming destination Pogo.com™.

Well suffice it to say, I intend on playing a bit more Scrabble, too, based upon this update from a reader:

Hey, my wife was playing ds scrabble and it suggested the word CUNT...Just thought it was way funnier than Lesbo

[image]

"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.

EA and Hasbro Partner to Bring Casual Games to Global Audience
New Relationship Unites Two Powerhouse Entertainment Companies and Classic Brands to Create New Interactive Experiences

CHERTSEY, UK - August 10th, 2007 - Electronic Arts Inc. (NASDAQ: ERTS) and Hasbro Inc. (NYSE: HAS) today announced a strategic licensing agreement that will bring together two of the most powerful entertainment companies in an alliance which promises to transform the interactive family entertainment landscape. The strategic relationship grants EA the exclusive worldwide rights to create digital games based upon a huge array of Hasbro's intellectual properties, including Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop, to name a few. Inspired by these classic board games and toys, EA will develop interactive experiences for a mass audience to play across key platforms including mobile, online, handheld, PC and consoles. The first games are scheduled to launch in calendar year 2008.

"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."
EA veteran Chip Lange will lead the overall Hasbro business initiative as VP and General Manager. Hasbro Senior Vice President Mark Blecher will head up Hasbro's digital gaming initiatives.

As part of the agreement, Hasbro will obtain certain rights to bring select EA franchises to toys and traditional games extending EA's brand footprint, and bringing Hasbro's expertise to EA's interactive properties. The relationship also allows EA and Hasbro the opportunity to unlock exciting new creative opportunities and game concepts for some of Hasbro's classic franchises.

The initial term of the strategic relationship runs through December 31, 2013, and may be extended for an additional four years subject to certain conditions, including achievement of specified performance metrics. Financial terms of the agreement were not disclosed. In addition, EA does not expect the agreement to impact its second quarter and full year fiscal 2008 financial guidance as provided on August 1, 2007.

The EA Casual Entertainment Label is focused on creating and delivering compelling casual entertainment experiences for a mass audience. Designed with simple rules and an engaging game design, these games are easy for a new player to learn but difficult to master. EA's casual games portfolio include such titles as Boogie™ for the Wii™, Tetris® for mobile phones and the online gaming destination Pogo.com™.