EA Sports and New York-based toy manufacturer Toy Island plan to release a series of instructional sporting goods this fall that will be marketed to children and carry the EA Sports logo.
The products represent the first fruits of a licensing partnership EA Sports struck with IMG a year ago. The lineup of goods is expected to include 35 items targeted for kids ages 3-6, 6-9 and 9-12.
Each product will incorporate technologies such as voice commands and infrared, motion and equilibrium sensors. Sports serviced by the products will include baseball, football, basketball, soccer and hockey. A formal announcement is targeted for this week at the Toy Industry Association’s Toy Fair in New York.
“We see this as an important step that further extends our link between the physical sports world and the virtual sports world,” said Glenn Chin, EA Sports vice president of global brand management.
Among the products will be high-density foam balls that will provide feedback on proper kicking and throwing motions; a set of baseball bases that communicate running times either all the way around or base-to-base; hockey and soccer goals that prompt users to shoot to specific spots; and a football goal post that can measure kicking accuracy.
The products, ranging in price from $10 to $70, will be sold through a variety of mass-market, sporting goods, discount club and toy retailers. Financial terms of the EA Sports-Toy Island pact were not disclosed, but the deal is believed to include both up-front royalty payments and revenue-sharing provisions.
EA Sports is not the first major sports brand to move beyond its core competency and seek entry into licensed sporting goods. ESPN and MLB, among others, have suites of products on the market, as well.
“This is absolutely not a situation where we’re doing just a me-too-type of product or just slapping on a logo. These are structurally sound, durable products that will withstand serious use,” said Bob Weinberg, Toy Island chief executive. “What we’re really selling is a broader program where kids can learn these sports and then graduate on to the next level of products.”
The extension of the EA Sports brand beyond packaged video games has been a priority for division President Peter Moore since his 2007 arrival from Microsoft. The multiyear IMG alignment came soon after to further that aim, and the agency facilitated the company’s deal with Toy Island.
EA Sports is exploring further entries into licensed apparel and sports camps, among other ventures.
