EA Aims to Charm Girls

Posted by at 10:56 am on August 20, 2009

EA Play today announced a promotion with retail store chain, Claire’s, to cross-promote EA’s upcoming series of video games for girls: Charm Girls Club. Claire’s branding will be featured in Charm Girls Club My Fashion Mall, one of the four games in the EA series which will be released this October, and on the Charm Girls Club Web site as part of the outreach to attract the game’s target consumer: tween girls, ages 8-12, many of whom shop Claire’s stores for fashion accessories, jewelry, cosmetics and more.

“We’re delighted to partner with Claire’s,” said Steve Seabolt, Vice President of Global Brand Development for EA. “The company is smart, global, forward-thinking, and have their fingers on the pulse of the tween girl audience. It’s a relationship we believe will benefit Claire’s customers, who we hope will also become fans of Charm Girls Club.”

In Charm Girls Club My Fashion Mall, players help manage a mall tackling wacky mall mishaps along the way. In the virtual mall, players will not only find a Claire’s storefront and mentions throughout the game, they will participate in mini-game challenges at the store and add Claire’s-branded charms to their virtual jewelry box. The title is one of three Charm Girls Club games available for the Nintendo DS, a popular gaming system among tween girls. EA will also promote Claire’s on the Charm Girls Club Web site at www.charmgirlsclub.com.

As part of the promotion, girls will be able to play the Charm Girls Club “Accessorize It” mini-game on the Claire’s Web site www.claires.com in the Fun & Games section. Claire’s will also promote the Charm Girls Club games by featuring the brand on its global Web sites.

Charm Girls Club is a new, original series of games for tween girls that are all about fun, friendship and collecting charms. In the games, girls are immersed into world of the Charm Girls where they will complete challenges, collecting virtual charms along the way. EA will release four Charm Girls Club titles in October including Charm Girls Club Pajama Party for the Wii, and three titles for the Nintendo DS: Charm Girls Club My Fashion Mall, Charm Girls Club My Perfect Prom and Charm Girls Club My Fashion Show.

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