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Electronic Arts to make Hasbro titles

August 19, 2007|From Times Wire Services

Electronic Arts Inc., the maker of "Madden NFL" and "Nascar" video games, will create titles based on Hasbro Inc.'s Monopoly, Scrabble and Yahtzee board games to attract family-oriented consumers.

Electronic Arts also bought exclusive rights to Hasbro brands including "Nerf" and "Tonka" for as many as 10 years, the company said. Financial terms were not disclosed.

The Hasbro titles will be created by Electronic Arts' casual entertainment unit and go on sale next year. Chief Executive John Riccitiello formed the division in June, two months after he took over, to broaden the game maker's appeal beyond action and sports titles.

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