CHERTSEY, UK.— JUNE 5, 2007— Electronic Arts Inc. (NASDAQ: ERTS), the world’s leading interactive entertainment software company, and H&M, the international fashion retailer, today announced an innovative partnership that encourages fans of The Sims™, designers, and fashionistas alike to participate in The Sims 2 Fashion Runway and discover the summer themed collection with The Sims 2 H&M Fashion Stuff pack. The showcase provides participants the tools to create their very own fashions using the most popular PC game ever, The Sims 2.
The Sims 2 H&M Fashion Runway bridges the virtual world offered by The Sims 2 PC videogame and the fashion world inspired by H&M. This showcase offers a unique opportunity for fashion aficionados and Sims fans to express their infinite creativity and personal fashion style. Players can create their own fashion designs using The Sims 2 PC videogame and may even have the chance to show off their creations on a virtual runway broadcast on www.TheSims2FashionRunway.com, www.hm.com, or www.yahoo.co.uk/games. Everyone can participate in the Showcase– by creating fashions or by voting on favorite designs and even participate to the ultimate selection featured in a Grand Finale.
Ever dreamed of being a designer? Many participants will be given the opportunity to have their creations reviewed by an H&M designer and, ultimately, may see a garment inspired by their design in H&M stores for the future collection.
You can now shop for yourself and your Sims with The Sims 2 H&M Fashion Stuff pack! In the latest stuff pack in the popular series for The Sims 2, your Sims can choose from contemporary fashion essentials—all inspired by real H&M designs. Players can also use the all-new store-themed items to design their own H&M retail environment and build a H&M store.
“We are very excited that H&M is the first brand to enter this way into The Sims world. For us the stuff pack is a fun opportunity to meet our customers and to show parts of our summer collection”, says H&M Head of Marketing Jörgen Andersson.“The Sims players are known for their creativity, self-expression and cleverness - we are excited to see the participants’ designs for the virtual fashion runway.”
“Marrying a fashion-forward company with a game and community recognized around the world for their user-generated content will allow people to reflect their personalities and express their creativity. We couldn’t imagine a more perfect match. Fashion inspires creativity in the same way videogames do,” said Vice President of Global Brand Development, Steve Seabolt.“This brings new and exciting game content from two trusted brands that share the same global footprint and customer profile. From recreations of dresses on the red carpet to fashions seen on the streets of Paris, we can’t wait to see what The Sims community will come up with next!”
For complete rules and more information on how to participate in this original, creative experience, go to www.TheSims2FashionRunway.com.
The Sims 2 H&M Fashion Runway Showcase begins with the design submissions. Participants are invited to create outfits for the six design themes over the course of the summer. The first three design themes are:“Party Time,”“Skate Park,” and“Street Wear” Three additional design themes will be announced at a later date.
For each design theme, EA and H&M will select the top 12 submitted designs and feature them in virtual runway shows that are broadcast online all summer long. Vote for your favorite design in The Sims 2 Fashion Runway Showcase from mid-July on www.TheSims2FashionRunway.com, www.hm.com, or
The 12 designs that receive the most votes from The Sims 2 community, H&M Fans, and fashion enthusiasts everywhere will be featured in a Grand Finale Fashion Runway Showcase.
In the meantime, The Sims 2 players will discover the summer H&M collection in The Sims 2 H&M Fashion Stuff* shipped to European retailers June 1, 2007 and to North American retailers June 5, 2007 .
About The Sims™
The Sims franchise celebrated its seventh anniversary in February. The game skyrocketed to the top of the charts when it began shipping to stores in February 2000 and quickly become a universal gaming and cultural phenomenon. The Sims PC based product and expansion packs were the best selling PC games of 2000, 2001, 2002, and 2003. Translated into 22 different languages, The Sims has inspired seven top selling expansion packs. They include: The Sims Livin' Large, The Sims House Party, The Sims Hot Date, The Sims Vacation, The Sims Unleashed, The Sims Superstar and The Sims Makin' Magic. The Sims 2 shipped in September 2004 with sales already topping 20M units worldwide, it was the best selling PC game of 2004. The Sims 2 University shipped in March 2005, The Sims 2 Nightlife shipped in September 2005, The Sims 2 Open for Business shipped in February 2006, The Sims2 Pets shipped in October 2006 and The Sims™ 2 Seasons shipped in February 2007. Combined sales for the franchise are approximately 85M units life-to-date. For more information on The Sims 2, visit http://www.thesims2.co.uk and for more information on The Sims franchise titles, visit http://www.thesims.co.uk
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™, EA™, EA SPORTS BIG™ and POGO™. In fiscal 2007, EA posted revenue of $3.09 billion and had 24 titles that sold more than one million copies. EA's homepage and online game site is www.electronicarts.co.uk. More information about EA's products and full text of press releases can be found on the Internet at www.electronicarts.co.uk/press.
H&M Hennes&Mauritz AB (H&M) was established in Sweden in 1947. The company’s business concept is to offer fashion and quality at the best price. H&M is quoted on the Stockholm Stock Exchange. Today there are around 1,400 H&M stores in 28 countries. H&M has more than 60,000 employees and achieved sales including VAT in 2006 of SEK 80,081 million. H&M has a wide product range that is divided into a number of different concepts for women, men, teenagers, children and cosmetics. The company’s clothing collections are created by its own designers, pattern makers and buyers. For further information visit www.hm.com.
EA, EA SPORTS, EA SPORTS BIG, POGO and The Sims are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. H&M (word mark)® is a trademark of H&M Hennes&Mauritz AB. All other trademarks are the property of their respective owners.