NEWS - Tuesday, August 10, 2004

EA And Atomic To Create The Urbz Toyline

Electronic Arts and Atomic Toys, LLC released details on a joint partnership today for the creation and distribution of the first Sims toyline to stores this fall. EA, the leader in interactive entertainment software, will provide the art and concept for the toyline while Atomic Toys will produce the actual toys. The Urbz: Sims in the City videogame is scheduled to ship for the PS2, Xbox, GameCube, GBA, and DS this November under the EA GAMES brand. Atomic Toys will produce the first line of toys, titled Miniopolis Urbz, based on the characters and pets from the game’s GBA version and will ship simultaneous with the game in early November. Console characters will be available later in the year in time for the holidays. The Urbz: Sims in the City is EA’s newest franchise bringing the widely-popular Sims characters to the city. It’s all about your reputation as you journey from each of the nine districts while accomplishing various jobs and maintaining your reputation level until you gain access to the highest penthouse in the sky and become the biggest player in the city. “We’re excited to be working with Atomic Toys on this new project,” said Sinjin Bain, VP and Executive Producer. “Creating a line of collectible characters based on our games has been something we’ve wanted to do for our fans for some time.” “EA is the leader in their industry which makes them the ideal partner for us.” said Chance Roth, President of Atomic Toys.


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