Former Barbie boss joins EA

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As leading global publisher Electronic Arts continues to press ahead with its grand plans for casual gaming, the publisher has recruited former Mattel executive Russell Arons as its VP of marketing at EA Casual Entertainment.

Arons has worked in global brand management for nearly 15 years, with her most notable position being as the brains behind Mattel's Barbie toy business, which is estimated to be worth around $1.5 billion.

She will be working with current EA Casual president Kathy Vrabeck and will handle franchises such as Harry Potter, Boogie, Smarty Pants and EA Playground.