News Brief

EA To Feature P&G's Iams On Pack

Electronic Arts will feature Procter & Gamble’s Iams pet products in its new "The Sims 3 Pets" expansion pack.

With the extensive brand integration, players will have access to a number of branded Iams branded products (ranging from a pet bowl to a chew toy to a dog house and pet bed) to gain certain benefits for their in-game pets. (The pet bed, for instance, increases a pet’s energy.)

“We aspired to work with a top-quality pet-food brand to partner on the launch of The Sims 3 Pets, as it provides a natural gameplay feel while also delighting The Sims community,” said Steve Seabolt, Vice President of Global Brand Partnerships at Electronic Arts, in a release. “Through this great partnership, we were able to achieve this ground breaking game integration with the IAMS brand.”

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