Toy specialist Hasbro has struck a major licensing deal with Electronic Arts – further verifying MCV’s recent exclusive that the kids' firm is set to muscle in on the video games space.

The partnership grants EA exclusive global rights to create games based on Hasbro IP including Monopoly, Scrabble, Yahtzee, Nerf, Tonka and Littlest Pet Shop.

The titles will appear under the mega publisher’s Casual Entertainment label – headed up by industry veteran Kathy Vrabeck – across platforms including mobile, online, handheld, PC and consoles.

EA’s first Hasbro titles are scheduled to be released in 2008.

“The gaming market has never been more primed for a revolution in how families enjoy games,” said Vrabeck. “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-favourites 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,” added Hasbro’s Chief Operating Officer Brian Goldner.

“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.