Auckland, NZ. February 12, 2009 – Electronic Arts Inc. (NASDAQ: ERTS) today announced that development is underway to bring Hasbro’s legendary G.I. JOE® brand to all major c onsole and handheld gaming platforms in 2009 to coincide with the theatrical relea se of the G.I. JOE: THE RISE OF COBRA live-action movie from Paramount Pictures and Spyglass Entertainment, in association with Hasbro, which opens in theaters from August 7, 2009. EA will unveil a “first look” of the G.I. JOE® video game at Hasbro’s Showroom at Toy Fair on Febr uary 15-17, 2009 in New York City.


“As Has bro and Paramount Pictures reignite the G.I. JOE® property this year with an all-new toy line and film, EA is excited to play a major role in bringing t his icon of pop culture history to a new generation of enthusiasts through interactive gaming,” said Chip Lange, General Manager and Vice Presid ent of EA Hasbro. “G.I. JOE® offers exceptionally rich storylines and a cast of characters that lends itself incredibly well to creating an over-the-top action adventure video game that will thrill gamers as well as G.I. JOE® fans.”


For fans o f all ages, 2009 is gearing up to become another watershed milestone in the timel ess franchise by introducing even more new ways to engage, immerse and play wit hin the G.I. JOE® universe. The G.I. JOE® video game will feature an exclusive storyline that p icks up where the live-action movie leaves off, allowing players to re-create an d re-live the greatest moments from the film, cartoon series and action figur e toy line. The game will feature 12 G.I. JOE® characters, each with unique abilities and weapons. Adding to the adrenaline rush will be an intense single-screen co-op mode allowing two players to easily unite as a team in a classic struggle between good and ev il as they work together to defeat the powers of the COBRA organization. The G.I. JOE® video game is u nder development for Xbox 360® videogame and entertainment system, PLAYSTATION ®3 computer entertainment system, Wii™, PlayStation®2, PSP® (PlayStation®Portable), Nintendo DS™, and mobile devices.


“G.I. J OE® has been an icon of action for 45 years,” said Mark Blecher, General Manager of Digital Gaming and Media at Hasbro. “EA has tapped the legacy of the G.I. JOE vs. COBRA saga to create an amazing interactive experience inspired by the movie, comic books, animated series and iconography that we hope will resonate with millions of fans.”


For more than four decades, G.I. JOE® has been one of the premiere brands in the history of boys' toys. Originating the term "action figure” in 1964, Hasbro 217;s G.I. JOE® brand ushered in a new play pattern that forever changed the sc ope of the toy industry. The G.I. JOE® brand made another revolutionary intro duction in 1984 with the release of the G.I. JOE vs. COBRA toy line, which introduc ed a generation of boys to the heroic G.I. JOE® forces, led by Duke, and their epic struggle to defeat the evil COBRA organization. The G.I. JOE vs. COBRA s aga featured a diverse cast of characters – both good and evil – th at became a part of pop culture through Hasbro’s toy line, an animated television series and best-selling comic book franchise.



For more information about the G.I. JOE® video game and to sign up for updates, gijoe.ea.com