Electronic Arts has signed a multi-year license agreement with consumer electronic accessory manufacturer Sakar International, Sunflex Europe and Accessories 4 Technology to release EA Sports-branded peripherals.
The deal includes an EA Sports Active line of interactive fitness products, designed “to enhance the interactive experience across multiple titles for gaming consoles, PCs and mobile platforms”.
Sakar, Sunflex and A4T will work with EA to market and distribute the peripherals. The deal is the latest to come from a collaboration with IMG Licensing, the consumer product and brand licensing agent of EA Sports.
"Each of these new partnerships offers EA Sports new ways to improve our consumers' experience and deepen their connection to the fabric of sport," said Glenn Chin, vice president of brand marketing at EA Sports. "With our games, we always strive to deliver innovation, authenticity and fun. We see a tremendous opportunity with these partners to bring those qualities to life in unique and exciting new products."