June 5, 2007 
 
EA AND H&M KICK OFF THE SIMS 2 H&M FASHION RUNWAY  
 
INSPIRED BY THE SIMS AND H&M, FANS CREATE THEIR OWN FASHIONS  
 
Electronic Arts Inc. and H&M, the international fashion retailer, today announced an innovative partnership that encourages fans of The Sims™, designers, and fashionistas alike to participate in The Sims 2 H&M Fashion Runway and discover the summer themed collection with The Sims 2 H&M Fashion Stuff pack.  The fashion runway provides participants the tools to create their very own fashions using the most popular PC game ever, The Sims 2.
 
The Sims 2 H&M Fashion Runway bridges the virtual world offered by The Sims 2 PC videogame and the fashion world inspired by H&M. It offers a unique opportunity for fashion aficionados and Sims fans to express their infinite creativity and personal fashion style. Players can create their own fashion designs using The Sims 2 PC videogame and may even have the chance to show off their creations on a virtual runway broadcast that will be hosted on Yahoo! as well as www.TheSims2FashionRunway.com and www.hm.com.  Everyone can participate in the fashion runway – by creating fashions or by voting on favorite designs and even participate to the ultimate selection featured in a Grand Finale.
 
Ever dreamed of being a designer?  Many participants will be given the opportunity to have their creations reviewed by an H&M designer and, ultimately, may see a garment inspired by their design in H&M stores for the future collection.
 
You can now shop for yourself and your Sims with The Sims 2 H&M Fashion Stuff pack! In the latest stuff pack in the popular series for The Sims 2,   your Sims can choose from contemporary fashion essentials—all inspired by real H&M designs.  Players can also use the all-new store-themed items to design their own H&M retail environment and build a H&M store.
 
“We are very excited that H&M is the first brand to enter this way into The Sims world. For us the stuff pack is a fun opportunity to meet our customers and to show parts of our summer collection”, says H&M Head of Marketing Jörgen Andersson. “The Sims players are known for their creativity, self-expression and cleverness - we are excited to see the participants’ designs for the virtual fashion runway.”
 
 “Marrying a fashion-forward company with a game and community recognized around the world for their user-generated content will allow people to reflect their personalities and express their creativity. We couldn’t imagine a more perfect match.  Fashion inspires creativity in the same way videogames do,” said Vice President of Global Brand Development, Steve Seabolt. “This brings new and exciting game content from two trusted brands that share the same global footprint and customer profile. From recreations of dresses on the red carpet to fashions seen on the streets of Paris, we can’t wait to see what The Sims community will come up with next!”  
 
For complete rules and more information on how to participate in this original, creative experience, go to www.TheSims2FashionRunway.com. 
 
The Sims 2 H&M Fashion Runway begins with the design submissions.  Participants are invited to create outfits for the six design themes over the course of the summer. The first three design themes are: “Party Time,” “Skate Park,” and “Street Wear” Three additional design themes will be announced at a later date!
 
For each design theme, EA and H&M will select the top 12 submitted designs and feature them in virtual runway shows that are broadcast online all summer long.  Vote for your favorite design in The Sims 2 H&M Fashion Runway from mid-July on www.TheSims2FashionRunway.com.
 
The 12 designs that receive the most votes from The Sims 2 community, H&M Fans, and fashion enthusiasts everywhere will be featured in a Grand Finale video.
 
In the meantime, The Sims 2 players will discover the summer H&M collection in The Sims 2 H&M Fashion Stuff*  shipped  to European retailers June 1, 2007 and to North American retailers June 5, 2007 .   
 
 
Product Specifications 
Publisher:        Electronic Arts
Developer:       Electronic Arts Redwood Shores
Ship Date:       US: June 5, 2007
                      Europe: June 1, 2007
·   PC
·   Category:     Simulation/Strategy
ESRB Rating:   “T” (Teen) 
PEGI Rating:    12+
 
* Requires The Sims™ 2, The Sims™ 2 Special DVD Edition , The Sims™ 2 Holiday Edition ” or The Sims™ 2 Deluxe for PC to play.
 
 
 

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