EA to enter sportswear market

North American games publisher EA has struck a deal with Toy Island that will see the EA Sports brand used on a number of upcoming interactive training products.

The products will include tech such as infrared, motion-sensing and equilibrium sensors to give a very Wii-like sports experience.

Our goal is to take the EA Sports brand deeper into the fabric of sports, and into new markets that allow more people to unleash their inner spirit of sports and competition,” EA Sports president Peter Moore stated.

With Toy Island, we’ve found a partner that shares EA Sports passion for quality and innovation. We’re excited to be working with them to bring to market unique products that are sure to be captivating for young athletes.”

Toy Island president George Vorkas added: To take games that so many of us play with and make them relatable on a physical level to kids that have grown up playing EA Sports videogames, is something that we are delighted to do.”

The news comes ahead of what is a big year for EA Sports. As well as the upcoming release of Wii Fit rival EA Sports Active and EA Sports Tennis, the firm is also introducing many of its brands to the casual sector.