EA Reinvents Popular Hasbro Girls Toy Brand Launching Littlest Pet Shop Video Game

October 14, 2008

Reinvents Popular Hasbro Girls’ Toy Brand Launching Littlest Pet Shop Video Game
FOR Wii, Nintendo DS & PC

Pet Simulation Marks One of the
First EA Console Games Designed For Young Girls

The Casual Entertainment Label of
Electronic Arts, Inc. today announced that it has unleashed one of its first
video game franchises targeting 6-10 year old girls – LITTLEST PET SHOP for the
Wii™, Nintendo DS™, and PC. The game, inspired by the Hasbro Inc. (NYSE: HAS)
blockbuster toy line, is teeming with adorably cute pets that girls can collect,
take on adventures in four vibrant worlds, or play with via a myriad of
mini-games. Additionally, LITTLEST PET SHOP for the Wii and PC feature stand
alone play while the Nintendo DS versions offer wireless, multiplayer
capabilities and the ability to host pet parties.

“The launch of LITTLEST PET SHOP
marks the first console game for girls that we’re releasing under the EA-Hasbro
agreement and underscores our commitment to bring to market highly innovative,
fun interactive experiences that reach beyond the traditional hard-core gamer,”
said Chip Lange, General Manager and Vice President of EA Casual Entertainment.
“As part of the LITTLEST PET SHOP game development process, we conducted
extensive focus group testing, which tapped the insights of more than 1,000
young girls. The feedback was loud and clear — girls want games that better
suit their interests and gameplay styles. We’re truly excited to deliver
LITTLEST PET SHOP to this demographic as we know that it will meet girls’ wishes
and demands on so many fronts from the rich graphics and animations that bring
the pets to life to the exciting adventures and mini-games that will keep them
exploring, collecting, nurturing and playing for hours.”

“We believe the launch of LITTLEST
PET SHOP will redefine the landscape of video games for girls,” said Mark
Blecher, General Manager of Digital Media and Gaming at Hasbro. “Working
together, Hasbro and EA have taken the toy industry’s powerhouse girls’ brand
and reinvented the play experience by bringing the beloved collection of pets to
life on digital platforms. We’re confident that the LITTLEST PET SHOP video
games will be a ‘must have’ for the property’s loyal and growing fan base, who
have purchased more than 75 million pets since the toy line’s launch in 2004.”


Girls are able to initially adopt up
to three pets as they set out on their LITTLEST PET SHOP adventures. Additional
pets can also be unlocked throughout gameplay – up to 32 in the Wii and PC games
and 20 in the Nintendo DS versions.

starts in the Pet Plaza, a central area where players manage their pet shops and
take part in a variety of fun activities such as adopting pets, exploring the
world, visiting the mini-game arcade to check out the 16 multi-level puzzles and
earning “Kibble Coins.” In turn, Kibble Coins can be used in the Plaza’s shops
where girls can buy their pets up to 100 accessories — collars, hats,
eyeglasses — and 29 playsets, some of which are the digital recreation of the
toy line playsets.

with mini-games offering three levels of difficulty making them appropriate for
an array of tween interests and skill levels. In addition, girls can explore a
variety of worlds such as Winter where pets chill in the snow riding a ski lift;
the Jungle where a wild roller coaster ride awaits; or the Garden with an
inviting tree house ideal for just hanging out.

The fun factor gets a boost in the
Nintendo DS version with Party Hall which allows girls to schedule and host
parties for their pets by simply sending an in-game Evite invitation to up to
four friends. The festivities burst to life at the appointed party time with
everyone participating in a variety of mini games. The party doesn’t stop there
either. In addition, fans can visit Evite.com, a social planning website, and
use LITTLEST PET SHOP themed invites when extending invitations to their own
real-life parties.


EA and several of its major retail
partners have created fun and stylish LITTLEST PET SHOP Nintendo DS system and
cartridge case accessory bundles that are sure to be the must have holiday gift
for young girls. The exclusive, limited supply promotions include a chic pink
patterned Nintendo DS clutch at Target, a cute giraffe Nintendo DS stylus at
Toys R Us, and a furry pink cat Nintendo DS case at WalMart. Prices for each
LITTLEST PET SHOP game and accessory bundle vary by retailer.


$39.99 for the Wii. The PC and all three Nintendo DS versions (Winter, Garden
and Jungle) each carry a price of $29.99. The Wii and PC games are single
player, while the Nintendo DS versions support up to four players via wireless
Multi-Card Play. All LITTLEST PET SHOP games, which are currently available at
retail, are rated “E” for Everyone. For more information, visit