Electronic Arts, the US videogames publisher, has teamed up with fashion retailer H&M in a jointly branded partnership around EA’s popular Sims game.
As part of the joint venture, EA is rolling out an add-on pack of virtual accessories, called a “stuff pack”, which can be uploaded into players’ existing Sims world.
Also part of the promotion is an online competition – The Sims 2 H&M Fashion Runway – which will run on a dedicated microsite and allow players to upload fashion designs, which will then be entered into a grand final.
The game add-on, which launches in the US and Europe this week, will enable players create their own fashion designs in The Sims 2 game, as well as creating an H&M in-store environment where their in-game characters will be able to shop for clothes and accessories.
Players will be able to exhibit their fashion creations on a virtual runway broadcast, which will be hosted on Yahoo! and at the dedicated microsite.
For The Sims 2 H&M Fashion Runway, participants create outfits for six design themes over the course of the summer. The first three themes are Party Time, Skate Park and Street Wear. Three additional themes are due to be announced at a later date.
For each theme, the 12 designs that receive the most votes from The Sims 2 community, H&M fans and fashion enthusiasts will feature in a Grand Finale video.