EA expands its horizons with Urbz toys

Taking a hint from the Japanese, EA is cashing in on the game-to-toy phenomenon. The gaming giant has plans to release a line of Urbz figures to coincide with the release of the game. EA is looking to market to the large number of females (especially "tweens") who enjoy the original Sims games. It's a decent scheme (i.e. there's a lot of potential money to be made), as both the game and the toys will help sell each other. Atomic Toys is set to handle the manufacturing bit.