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Lego & EA Team Up

by Thomas on Dec. 11, 2001 @ 8:46 a.m. PST

Electronic Arts, the leading interactive entertainment software company has signed an agreement with the LEGO Company, a privately owned Danish company and one of the world's largest toy manufacturers.

Under the terms of the global agreement, EA will co-publish and provide marketing support for more than 30 LEGO software titles on a minimum of four platforms over a three-year period. Financial terms of the agreement were not disclosed.

LEGO Company and EA will create world-class software for young gamers, while building current franchises and establishing new ones. Current franchises include: LEGO Racers, Bionicle®, LEGO Island, Academy of Flight, LEGO Sports and Galidor: Defenders of the Outer Dimension. Both companies pride themselves on supplying consumers with high-quality, safe, fun products. This agreement will enable LEGO Company to benefit from EA's significant global distribution and organization.

Poul Plougmann, Chief Operating Officer, LEGO Company: "Our mission with our LEGO software company is very simple. We will create world-class, entertaining interactive experiences specifically for 6-12 year old boys, based on LEGO intellectual properties and brand values of imagination, creativity and fun. Our plan was to find the best sales, marketing and distribution company in the world, and with EA we have found a perfect partner.''

Tom Frisina, Vice President, EA Distribution: "This agreement will bring LEGO Company's impressive range of intellectual properties to a slightly older and more entertainment-driven demographic that is already familiar with EA's software. For EA, it's an opportunity to reach out to younger gamers after the success of the Harry Potter games.''

About EA

Electronic Arts (NASDAQ: ERTS - news), headquartered in Redwood City, Calif., is the world's leading interactive entertainment software company. Founded in 1982, Electronic Arts (EA) posted revenues of more than $1.3 billion for fiscal 2001. The company develops, publishes and distributes software worldwide for the Internet, personal computers and video game systems. Electronic Arts markets its products under four brand names: EA SPORTS(TM), EA GAMES(TM), EA SPORTS BIG(TM) and EA.COM(SM). More information about EA's products and full text of press releases can be found on the Internet at http://www.info.ea.com.

About LEGO Company

The LEGO Company, based in Billund, Denmark, and family-owned and privately-held since 1932, is a world leader in providing quality products and experiences that stimulate children's creativity, imagination and learning. The Company does so through playful activities that encourage hands-on, minds-on creation, fun, togetherness and sharing of ideas. Company employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough.'' For more information, visit http://www.lego.com.

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