Madden Maker EA Creating Actual Sporting Goods

Expanding its reach beyond the realm of video games, publisher Electronic Arts--responsible for Madden NFL, NBA Live, FIFA Soccer, and NHL sports games, among others--has partnered with Toy Island to make "a unique new line of sports equipment."

Of course, EA won't be neglecting its history in the video game arena, with the toys said to "bring the excitement of video game simulation outside onto the fields of play."

This lofty goal will be accomplished through infrared, motion and equilibrium sensors. EA Sports-branded baseball, football, basketball, soccer and hockey products are all currently in development, with the eventual offerings said to include:

• a line of interactive training tools featuring voice commands and instructional coaching elements designed to take budding stars to the next level;

• a complete game-in-a-box containing all the equipment necessary for kids to practice and play a sport;

• a line of sports toys that will utilize electronics to reward young athletes with cheers when they use proper techniques;

• a basic line of high density-foam balls to help kids develop throwing and kicking motor skills at an early age.

The products will debut at retailers this fall, aimed at youths aged 3-6, 6-9, and 9-12.