They made the perfect gift for the holidays, and during the rest of the year, they are the ideal content for mobile gaming devices or to play and keep in touch with friends online.' EA has extended the Hasbro lineup beyond consoles to more interactive platforms over the past 18 months with, and through EA Mobile, with mobile devices like the iPhone. 'We really see these products extending the reach of interactive opportunities available for players today. 'EA's Hasbro-branded lineup has experienced tremendous success in the casual games market with video games that hold great appeal for families and kids as we've retained the essence of Hasbro's iconic brands while re-imagining the toy and board game play experiences,' said Chip Lange, Senior Vice President and General Manager of EA's Hasbro Division. A recent Nickelodeon study states that 36 percent of families are playing video games together as entertainment2, and according to NPD Group, Inc., more than $700 million of interactive software was purchased for girls ages 6-12 in 2008, up 23 percent from 20073. EA attributes the soaring popularity of its Hasbro-inspired portfolio of video games to a combination of key market drivers such as the growing mass appeal of family-friendly video games, the ongoing demand for video games designed specifically for girls, and the rich heritage and draw of Hasbro's iconic toy and game properties.
