EA Sports Gets into Real Life GoodsJames Brightman
EA Sports has announced a partnership with Toy Island "to develop a unique new line of sports equipment that will bring the excitement of video game simulation outside onto the fields of play." This multi-year deal is actually part of an older agreement with IMG from February 2008. EA Sports said the products will make use of infrared, motion and equilibrium sensors and will "serve as a virtual coach as they instruct the user on form and technique, speed and power, and more."
Products for baseball, football, basketball, soccer and hockey are all currently in the works and are slated to launch later this fall; other sports will follow after launch next year. Some of the products will include:
a line of interactive training tools featuring voice commands and instructional coaching elements designed to take budding stars to the next level; a complete game-in-a-box containing all the equipment necessary for kids to practice and play a sport; a line of sports toys that will utilize electronics to reward young athletes with cheers when they use proper techniques; a basic line of high density-foam balls to help kids develop throwing and kicking motor skills at an early age.
"Our goal is to take the EA Sports brand deeper into the fabric of sports, and into new markets that allow more people to unleash their inner spirit of sports and competition," said Moore. "With Toy Island, we've found a partner that shares EA Sports' passion for quality and innovation. We're excited to be working with them to bring to market unique products that are sure to be captivating for young athletes."
"We could not be more thrilled with the opportunity to work with EA Sports on what we think is the next level of sporting goods," said George Vorkas, President of Toy Island. "To take games that so many of us play with and make them relatable on a physical level to kids that have grown up playing EA Sports video games, is something that we are delighted to do."