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Hasbro and EA to share their IP |
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Written by Felix Da Silva (fdasilva@bitnip.com)
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Thursday, 23 August 2007 |
  Toy maker Hasbro and multi-platform video games publisher Electronic Arts (EA) have
concluded a deal which enables both companies to exploit the other's IP until the end of 2013.
According to the screendigest, Hasbro will have the right to make toys and games based on certain (as yet
unspecified) EA properties and EA will have the right to make games based on Hasbro IP including Monopoly, Scrabble, etc. on any platform.
The deal is one of the first major moves by the newly forged EA Casual
Entertainment division, formed as a result of the recent corporate
restructuring, and marks a continuation of the industry-wide search for reliable
IP on which to base video games.
With the rise in casual gaming every year, this is a market that has yet to be truly utilized. With Hasbro's family oriented and already established brands, this is a good move by both EA and Hasbro.
EA, agiant in video game publishing, have some of the best characters and possible toys in the video games industry. Being a video game geek myself, I would love to collect toys of my favourite video games. This as one could say, a match made in geek heaven.
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