Fashion Design Created By a Player of The Sims 2 To Be Available For Purchase In Nearly 1,000 H&M Stores Around The World

REDWOOD CITY, Calif. & STOCKHOLM, Sweden, Jul 03, 2008 (BUSINESS WIRE) -- The Sims, an Electronic Arts, Inc. (NASDAQ:ERTS) Label, and
fashion retailer H&M(R) today announced details about an outfit
designed by a player of The Sims 2 coming to H&M stores. The outfit
will be available in nearly 1,000 H&M stores around the world. In
countries beyond the US and Canada the outfit can be found starting
July 6, 2008 and in North America starting July 31, 2008.

The winning outfit was created within The Sims 2 using the game's
design tool, presented in an online fashion showcase, selected to be
manufactured, and will be made available for purchase in nearly 1,000
H&M retail locations worldwide. Shoppers will be able to buy the
outfit in the US, the UK, Sweden, Netherlands, Belgium, France,
Germany, Hong Kong and China for $14.90 USD.

The outfit was selected by H&M through a unique partnership with
EA that encouraged fans of the The Sims, designers and fashionistas
alike, to participate in The Sims 2 H&M Fashion Runway. Any The Sims 2
player could participate by designing an H&M-inspired outfit in The
Sims 2 game and uploading it to TheSims2.com Exchange. The finalists'
designs were showcased on a virtual fashion runway, hosted by Yahoo!,
bridging the virtual world and the fashion world like never before!
More than 1,000 aspiring fashion designers and fans of The Sims
submitted designs that were voted on by more than 100,000 people and
viewed by more than 500 million people in the six weekly fashion shows
on Yahoo.

"The Sims is thrilled that an outfit designed by one of our
players is on its way to H&M stores around the world," said Nancy
Smith, President of The Sims Label. "This is a testament to our
players' imagination and vibrant sense of community, demonstrated by
the significant number of people who viewed the online showcase. We
thank players of The Sims everywhere, H&M and Yahoo! for collaborating
to make this a fun -- and fashionable -- outlet for creativity."

The selected outfit can be seen in H&M stores with a special The
Sims 2 hangtags and signage.

"This is an ideal partnership, and creativity is a key attribute
The Sims and H&M share," said Jorgen Andersson, H&M Global Marketing
Director. "Encouraging players of The Sims to try their hand being an
H&M designer prompted a deeper engagement with our brand in a way that
was organic. We were so impressed, but not entirely surprised by the
quantity and quality of great designs players created."

"H&M and Yahoo! are the perfect collaborators with The Sims," said
Steve Seabolt, Vice President of Global Brand Development for The
Sims. "Their brands are respected and admired around the world and
with a loyal and growing global player base for The Sims, this
initiative brings to life the creativity that our players love so
much."

Also, you can now shop for yourself and your Sims with The Sims 2
H&M Fashion Stuff Pack! In this Stuff Pack for The Sims 2, your Sims
can choose from contemporary fashion essentials -- all inspired by
real H&M designs. Players can also use the all-new store-themed items
to design their own H&M retail environment and build a H&M store in
their game.

About H&M

H & M Hennes & Mauritz AB (H&M) was established in Sweden in 1947.
The company's business concept is to offer fashion and quality at the
best price. H&M is quoted on the Stockholm Stock Exchange. Today there
are around 1,500 H&M stores in 28 countries. H&M has more than 68,000
employees and achieved sales including VAT in 2006 of SEK 80,081
million. H&M has a wide product range that is divided into a number of
different concepts for women, men, teenagers, children and cosmetics.
The company's clothing collections are created by its own designers,
pattern makers and buyers. For further information visit www.hm.com.

About The Sims

The Sims franchise celebrates an impressive over 100 million units
sold since its launch in February 2000. Now translated into 22
different languages in 60 different countries, The Sims has quickly
become a universal gaming and cultural phenomenon. For the latest
information about The Sims and to check out the hottest creations for
The Sims 2 made by our community members, please visit
www.thesims2.com. To stay up-to-date on The Sims 3 news and
information, check out www.thesims3.com.

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
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.

EA, EA SPORTS, EA SPORTS Freestyle, POGO, The Sims, SimCity, The
Sims Carnival, SimCity 2000 and SimCity 3000 are trademarks or
registered trademarks of Electronic Arts Inc. in the U.S. and/or other
countries. H&M (word mark) (R) is a trademark of H & M Hennes &
Mauritz. All other trademarks are the property of their respective
owners.

SOURCE: Electronic Arts, Inc.

The Sims Label
Addison Ames, 650-628-2990
Director, Public Relations
or
Bender / Helper Impact
Adam Fenton, 212-689-6360
Adam_Fenton@bhimpact.com
Audra McIver, 212-689-6360
AAmes@EA.com Audra_McIver@bhimpact.com

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