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EA to launch sports toys range

Signs deal for virtual coach products

EA Sports will lend its name to a new range of sports equipment for children.


A multi-year merchandising deal will see Toy Island create the EA Sports branded products, which will act as virtual coaching tools for kids between the ages of three and 12.

In development for baseball, American football, basketball, football and hockey, and due to launch later this year, the products will utilise infrared, motion and equilibrium sensors.

"Our goal is to take the EA Sports brand deeper into the fabric of sports, and into new markets that allow more people to unleash their inner spirit of sports and competition," said EA Sports boss Peter Moore.

The products will include:

  • a line of interactive training tools featuring voice commands and instructional coaching elements designed to take budding stars to the next level;
  • a complete game-in-a-box containing all the equipment necessary for kids to practice and play a sport;
  • a line of sports toys that will utilize electronics to reward young athletes with cheers when they use proper techniques;
  • a basic line of high density-foam balls to help kids develop throwing and kicking motor skills at an early age.