The EA Play Label creates and markets games and experiences that are easily accessible, inspire creativity and fun, and transcend core video game culture into a world of engaging and relevant entertainment for people of all ages. Everyone is the EA Play Label consumer - from seniors to tots to experienced gamers to those who have never played a game. The EA Play Label includes The Sims Studio, MySims, EA's Hasbro, Maxis and Casual Studios. The Label creates games based on original IP and licensed IP, with titles such as Harry Potter, BOOM BLOX, and many more.
The Sims has sold over 100 million units world-wide since it was originally launched in 2000. A significant factor in its success has been the regular introduction of expansion pack with new content and gameplay features that can be purchased and used in connection with our core products, The Sims and The Sims 2. The Sims 3 shipped in June 2009 along with an all-new online store and new community features. In addition to expansion packs, the Sims Studio also developed several console products, most notably MySims and SimAnimals on the Wii and DS.
In August 2007, EA entered into a strategic relationship with Hasbro through which we can create games based on a significant number of Hasbro's classic board games and toys, including MONOPOLY, SCRABBLE (North America only), YAHTZEE, TRIVIAL PURSUIT, NERF, G.I. JOE, and LITTLEST PET SHOP.