Sakar Gets Game With New License Agreement With EA SPORTS

New Gaming Accessories & Youth Electronics Will Expand EA SPORTS Brand

Jan 07, 2010, 12:15 ET from Sakar International Inc.

LAS VEGAS, Jan. 7 /PRNewswire/ -- Sakar International today announced a license agreement with Electronic Arts Inc. (Nasdaq: ERTS) to produce Wii(TM) and Nintendo DS(TM) gaming accessories as well as youth electronics under the EA SPORTS(TM) brand. Products will range from gaming controls, skins and styluses for EA SPORTS and EA SPORTS Active(TM) titles to a full range of audio and computer accessories. The first items are expected to be released in spring 2010 with MSRPs from $9.99 to $49.99.

Products currently under development include a Nintendo DSi(TM) Football Kit consisting of a game case, earphones, skin and stylus with football-like textures and materials; MP3 players with sports-themed faceplates; digital cameras with football-like trim; and computer keyboards and mousepads with graphics resembling a football field.

The agreement marks the first time in Sakar's active licensing program that the company will be working directly with a game developer to design gaming accessories that directly correspond to game titles. The collaboration will enable timely, thematically relevant product releases that are expected to help drive add-on sales at the initial game purchase.

The new license arrangement also supports Electronic Arts' long-term vision to expand the EA SPORTS brand beyond the company's core gaming products. That initiative is being driven through a partnership with IMG Licensing, the exclusive worldwide consumer product and brand licensing agent for the brand. The first merchandising deal of that partnership resulted in last September's release of a new line of EA SPORTS-branded sports equipment created by Toy Island.

"Our goal with this relationship is to give consumers products that will enhance the EA gameplay experience as well as carry it over to their computer desktop and digital devices through common visual design themes," said Glenn Chin, Vice President of Brand Marketing at EA SPORTS. "Sakar's team has come up with some very creative ideas to help us execute on that vision and extend our brand in exciting new ways."

"The EA SPORTS brand offers ample opportunity for variety and creativity, and it has a huge fan base. Those are key ingredients for license success," said Liza Abrams, Sakar Vice President of Licensing. "The products now in the pipeline promise to be fresh, interesting and appealing to EA SPORTS fans as well as to any young consumer with a passion for sports."

Separately today, Sakar announced a new Marvel Entertainment license for that company's "Iron Man 2" franchise. Sakar's licensing portfolio also includes top-tier brands such as Kodak, Made for iPod, Crayola, LeapFrog, Sanrio's Hello Kitty, The Biggest Loser, The Weather Channel, and multiple Nickelodeon properties including iCarly and SpongeBob SquarePants.

Sakar will be exhibiting in Booth # 9841, Central Hall, at the 2010 International CES that opens today in Las Vegas.

About Sakar International

Sakar International Inc. designs and manufactures a wide range of technology, toy, and consumer electronic products. Founded in 1977, the company is the manufacturer of Vivitar camera equipment and accessories, a market leader in rechargeable batteries, and a producer of licensed products for leading consumer brands. Products range from digital cameras and camcorders with related accessories to computer, iPod, GPS and gaming accessories, binoculars, MP3 players, clock radios, gift and toy electronics. The company is privately held and headquartered in Edison, N.J. For more information, visit

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS(TM), EA(TM), EA SPORTS Freestyle(TM) and POGO(TM). In fiscal 2008, EA posted GAAP net revenue of $3.67 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is More information about EA's products and full text of press releases can be found on the Internet at

EA, EA SPORTS, EA Mobile and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. Wii, Nintendo DS and Nintendo DSi are trademarks of Nintendo. All other trademarks are the property of their respective owners.

SOURCE Sakar International Inc.