Hasbro partners with Electronic Arts

Electronic Arts Inc. will create digital versions of Hasbro, Inc. games and toys like Monopoly, Scrabble and Littlest Pet Shop, the entertainment companies said today.

The deal, whose financial details were not disclosed, seeks to capitalize on the growing popularity of casual games, which are easier to play and target a mass audience beyond hardcore players.

As part of the agreement, EA, the world's largest video game publisher, has exclusive rights to create digital games based on toys and board games by Pawtucket, R.I.-based Hasbro, which is second to Mattel in the toy business. The games will run on consoles, PCs mobile, online and handheld devices.

Hasbro, in turn, will receive rights to bring some of EA's franchises to toys and traditional games.

The companies plan to launch the first games next year. The agreement runs through the end of 2013 and may be extended for another four years.

EA rival Activision Inc. already has the rights to publish games based on one of Hasbro's properties. "Transformers the Game" is the official game of the recently released movie. (AP)