EA Reinvents Popular Hasbro Girls' Toy Brand Launching LITTLEST PET SHOP Video Game for Wii, Nintendo DS & PC

Pet Simulation Marks One of the First EA Console Games Designed for Young Girls

REDWOOD CITY, Calif., Oct 14, 2008 (BUSINESS WIRE) -- The Casual Entertainment Label of Electronic Arts, Inc. (NASDAQ:ERTS) today announced that it has unleashed one of its first video game franchises targeting 6-10 year old girls -- LITTLEST PET SHOP for the Wii(TM), Nintendo DS(TM), and PC. The game, inspired by the Hasbro Inc. (NYSE:HAS) blockbuster toy line, is teeming with adorably cute pets that girls can collect, take on adventures in four vibrant worlds, or play with via a myriad of mini-games. Additionally, LITTLEST PET SHOP for the Wii and PC feature stand alone play while the Nintendo DS versions offer wireless, multiplayer capabilities and the ability to host pet parties.

"The launch of LITTLEST PET SHOP marks the first console game for girls that we're releasing under the EA-Hasbro agreement and underscores our commitment to bring to market highly innovative, fun interactive experiences that reach beyond the traditional hard-core gamer," said Chip Lange, General Manager and Vice President of EA Casual Entertainment. "As part of the LITTLEST PET SHOP game development process, we conducted extensive focus group testing, which tapped the insights of more than 1,000 young girls. The feedback was loud and clear -- girls want games that better suit their interests and gameplay styles. We're truly excited to deliver LITTLEST PET SHOP to this demographic as we know that it will meet girls' wishes and demands on so many fronts from the rich graphics and animations that bring the pets to life to the exciting adventures and mini-games that will keep them exploring, collecting, nurturing and playing for hours."

"We believe the launch of LITTLEST PET SHOP will redefine the landscape of video games for girls," said Mark Blecher, General Manager of Digital Media and Gaming at Hasbro. "Working together, Hasbro and EA have taken the toy industry's powerhouse girls' brand and reinvented the play experience by bringing the beloved collection of pets to life on digital platforms. We're confident that the LITTLEST PET SHOP video games will be a 'must have' for the property's loyal and growing fan base, who have purchased more than 75 million pets since the toy line's launch in 2004."

LITTLEST PET SHOP INTERACTIVE PAWS AT PLAY

Girls are able to initially adopt up to three pets as they set out on their LITTLEST PET SHOP adventures. Additional pets can also be unlocked throughout gameplay -- up to 32 in the Wii and PC games and 20 in the Nintendo DS versions.

All LITTLEST PET SHOP action starts in the Pet Plaza, a central area where players manage their pet shops and take part in a variety of fun activities such as adopting pets, exploring the world, visiting the mini-game arcade to check out the 16 multi-level puzzles and earning "Kibble Coins." In turn, Kibble Coins can be used in the Plaza's shops where girls can buy their pets up to 100 accessories -- collars, hats, eyeglasses -- and 29 playsets, some of which are the digital recreation of the toy line playsets.

LITTLEST PET SHOP is stocked with mini-games offering three levels of difficulty making them appropriate for an array of tween interests and skill levels. In addition, girls can explore a variety of worlds such as Winter where pets chill in the snow riding a ski lift; the Jungle where a wild roller coaster ride awaits; or the Garden with an inviting tree house ideal for just hanging out.

The fun factor gets a boost in the Nintendo DS version with Party Hall which allows girls to schedule and host parties for their pets by simply sending an in-game Evite invitation to up to four friends. The festivities burst to life at the appointed party time with everyone participating in a variety of mini games. The party doesn't stop there either. In addition, fans can visit Evite.com, a social planning website, and use LITTLEST PET SHOP themed invites when extending invitations to their own real-life parties.

LITTLEST PET SHOP "MUST HAVE" VIDEO GAME ACCESSORY BUNDLES

EA and several of its major retail partners have created fun and stylish LITTLEST PET SHOP Nintendo DS system and cartridge case accessory bundles that are sure to be the must have holiday gift for young girls. The exclusive, limited supply promotions include a chic pink patterned Nintendo DS clutch at Target, a cute giraffe Nintendo DS stylus at Toys R Us, and a furry pink cat Nintendo DS case at WalMart. Prices for each LITTLEST PET SHOP game and accessory bundle vary by retailer.

PRICING, RATING & AVAILABILITY

LITTLEST PET SHOP has a MSRP of $39.99 for the Wii. The PC and all three Nintendo DS versions (Winter, Garden and Jungle) each carry a price of $29.99. The Wii and PC games are single player, while the Nintendo DS versions support up to four players via wireless Multi-Card Play. All LITTLEST PET SHOP games, which are currently available at retail, are rated "E" for Everyone. For more information, visit http://littlestpetshop.ea.com. For assets, visit http://press.ea.com.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS(TM), EA(TM), EA SPORTS Freestyle(TM) and POGO(TM). In fiscal 2008, EA posted GAAP net revenue of $3.67 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.

About Hasbro

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 http://www.hasbro.com. (C) 2008 Hasbro, Inc. All Rights Reserved.

EA, EA SPORTS, and EA SPORTS Freestyle, and Pogo are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. LITTLEST PET SHOP is a trademark of Hasbro Inc. and is used with permission. Nintendo DS and the Wii are trademarks of Nintendo. All other trademarks are the property of their respective owners.

SOURCE: Electronic Arts, Inc.

EA Casual Entertainment Alexis Mervin, 650-628-7703 [email protected] or Foghorn PR (For EA) Shelly Eckenroth, 717-852-7060 [email protected] or Hasbro Corporate Communications Julie Duffy, 401-727-5931 [email protected]

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