Toyota and EA Announce Green Partnership in MONOPOLY Millionaires Facebook Game|
Players Treated to Green Virtual Gifts in the Facebook Version of the World's Favorite Family Game Brand
REDWOOD SHORES, Calif.--(BUSINESS WIRE)--Electronic Arts Inc. (NASDAQ:ERTS) today announced a 12-month partnership with Toyota Motor Sales, USA, Inc. that features the Toyota Prius and Toyota Prius Eco-Greenhouse as giftable virtual items within MONOPOLY Millionaires. MONOPOLY Millionaires is the first free-to-play social gaming version of the world's favorite family game brand from Hasbro. MONOPOLY Millionaires can be played on Facebook at www.facebook.com/monopolymillionaires.
MONOPOLY Millionaires takes the MONOPOLY brand into the world of social media. Now, Toyota has offered Toyota-branded virtual gifts to the players of the game. The integration of the Toyota Prius and Toyota Prius Eco-Greenhouse represent a re-imagining of the original game pieces featured in the beloved board game. As players navigate their way around the MONOPOLY Millionaires game they can express their commitment to the environment by collecting and displaying the Toyota Prius mover and Toyota Prius Eco-Greenhouse.
"MONOPOLY and Toyota are two iconic brands and I'm delighted to help bring them together," said Joy Taylor, Global Director, Marketing Solutions at Electronic Arts. "Toyota, and Prius in particular, has a huge, devoted following that will get genuine value out of this partnership. We're connecting one of the world's most loved cars, with one of the world's most loved games, on the world's largest social media platform. It's very exciting."
"We're excited to continue our successful partnership with EA through the MONOPOLY Millionaires game platform," said Kim Kyaw, senior media strategist for Toyota. "The Toyota in-game experience allows us to tap into consumers' memories of Hasbro's iconic MONOPOLY game while broadening the reach and appeal of Prius to all ages and lifestyles. The social nature of MONOPOLY Millionaires on Facebook will help us achieve that."
Released by EA in February 2011, MONOPOLY Millionaires was the fastest growing Facebook game during the weeks of March 7 and March 14, and had a 472% increase in players from March 1 to April 1, 2011, according to AppData.
MONOPOLY Millionaires has been designed specifically for the world of social gaming to encourage players to continually engage and play with their friends. The Toyota Prius mover and Toyota Prius Eco-Greenhouse may be gifted by players to their Facebook friends and family. Players can upgrade the Toyota Prius Eco-Greenhouse by collecting various Green property cards.
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Since 1935, more than 275 million copies of MONOPOLY have been sold in 111 countries and 40 languages. Hundreds of different editions of the game have been published, but the most popular continues to be the classic "Number Nine." Affectionately known by its original product number, "Number Nine" is based on the streets of Atlantic City and is nearly identical to Charles Darrow's original submission to Parker Brothers. The MONOPOLY name and logo, the distinctive design of the game board, the four corner squares, the MR. MONOPOLY name and the character, as well as each of the distinctive elements of the board and playing pieces are trademarks of Hasbro for its property trading game and game equipment.
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS(tm), EA(tm), EA Mobile(tm) and POGO(tm). In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.
Hasbro, Inc. (NASDAQ:HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company's world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. Come see how we inspire play through our brands at http://www.hasbro.com. © 2011 Hasbro, Inc. All Rights Reserved.
About Toyota Motor Sales, U.S.A., Inc.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than 1.76 million vehicles in 2010. Toyota directly employs nearly 30,000 people in the U.S. and its investment here is currently valued at more than $18 billion. For more information about Toyota, visit www.toyota.com or www.toyotanewsroom.com.
EA, EA SPORTS, EA Mobile and POGO are trademarks of Electronic Arts Inc. MONOPOLY is a trademark of Hasbro and used with permission. iPad and Apple are trademarks of Apple Inc. Kindle is a registered trademark of Amazon Technologies, Inc. Facebook is a registered trademark of Facebook, Inc. All other trademarks are the property of their respective owners.