Not only does Electronic Arts have a firm grip on major league sports franchises, but it's now acquired the exclusive video game publishing rights for Hasbro's game and toy product lines as well. In other words, EA will be the sole publisher of Hasbro licensed video games like Monopoly, Nerf and Scrabble for the next six years or so. Expect to see the first such games launch beginning 2008.  EA's growing emphasis on casual gaming has been cited as a key motivator for their latest deal.

The partnership works both ways as Hasbro will score distribution rights of their own to produce toys and games based on select EA franchises. Here's hoping for Medal of Honor Nerf, Easy Bake Sims ovens, or Need for Speed Tonka trucks.

"The gaming market has never been more primed for a revolution in how families enjoy games," said Kathy Vrabeck, President, EA Casual Entertainment Label. "Hasbro is the ideal partner to help propel this change. Their games define fun. These are games that we all love and remember from our childhoods. The combination of EA's market leadership in the interactive space and Hasbro's timeless franchises is a perfect partnership for today's market. Together EA and Hasbro can create the next generation of fun for a new wave of kids and families."

"Our toy and game brands have been family-favorites for decades, and aligning ourselves with EA will result in broadening the reach of our brands through the 're-imagining' of these beloved entertainment icons in all key digital categories," said Brian Goldner, Hasbro's Chief Operating Officer. "Through the years, EA has proven themselves time and again as an incredibly creative company that delivers amazing content across multiple brands. We are thrilled to work with EA in bringing our brands to the next level in the digital world."