EA Teams Up with IAMS to Keep Pets Happy and Healthy for Life in The Sims 3 Pets

EA today announced a collaboration with Procter and Gamble to feature IAMS® branded pet products in the launch of the new The Sims 3 Pets PC Expansion Pack*. The integration will allow players to utilize IAMS pet products in creative, fun and purposeful ways that positively affect the gameplay experience.

With this brand integration campaign, players gain access to numerous IAMS branded items to use in-game ranging from a pet bowl and a smart chew toy to a comfortable dog house and an ergonomic pet bed. Each item serves a specific function and has different effects on the game. The ergonomic pet bed helps increase pets’ energy, the smart chew toy helps pets build their fun levels, while the IAMS pet bowl helps fill pets’ tummies faster, and the IAMS branded dog house positively impacts pets’ energy and comfort. Players will also gain access to decorative IAMS items such as large bags of IAMS pet food and a veterinary certificate to display proudly in their virtual homes. All of these items are available for download today on The Sims 3 website at http://www.thesims3.com/.

"We aspired to work with a top-quality pet-food brand to partner on the launch of The Sims 3 Pets, as it provides a natural gameplay feel while also delighting The Sims community,” said Steve Seabolt, Vice President of Global Brand Partnerships at Electronic Arts. “Through this great partnership, we were able to achieve this ground breaking game integration with the IAMS brand."

“We are excited that IAMS will be a part of the new The Sims 3 Pets Expansion Pack,” said Michel Brousset, associate marketing director for P&G’s IAMS brand. “Now even virtual pets will experience the benefits of IAMS products for a happy, healthy lifestyle.”

The Sims 3 Petsbrings excitement and surprise to Sims’ (characters unique to The Sims™) lives with pets! Players create the perfect (or imperfect) pets for their Sims, from fierce guard dogs to destructive kittens to trusty horses and more. Players will have the ability to not only choose how a pet looks but also their personality traits as well. With a variety of activities and social interactions waiting to take place, players will take control of their Sims’ pets and explore new ways to “Play with Life”.

*Requires The Sims 3base game to play