Press release

H&M in cooperation with the Sims 2

H&M and Electronic Arts (EA) launch a stuff pack for the world’s biggest video game. The Sims 2 H&M Fashion Stuff Pack will be released in June. The stuff pack contains virtual replicas of garments from H&M’s summer collection, plus everything you need to create your own H&M store. In addition, The Sims 2 H&M Fashion Runway Showcase will be launched in June, inviting players to unleash their creativity.

The Sims 2 Fashion Stuff Pack is a collaboration between H&M and EA. The stuff pack contains replicas of garments – all inspired by H&M’s summer collection.Players can also create their own H&M store and fit it out with mannequins, clothing racks, cash registers, fitting rooms and more.

‘We are very excited that H&M is the first brand to enter The Sims world in this way. For us, the stuff pack is a fun opportunity to meet our customers in a new and exciting environment and to show parts of our summer collection,’ says H&M’s Head of Marketing Jörgen Andersson.

The Sims 2 H&M Fashion Runway Showcase invites players to create outfits for six design themes in an online virtual runway throughout the summer. The 12 best entries each week – which the public will vote for online – will be featured in the Fashion Runway Showcase. One garment from Sims 2 H&M Fashion Runway Showcase will be produced and sold in H&M stores.

The Sims 2 H&M Fashion Stuff Pack will be sold via EA’s sales channels, both online and in stores. It will not be sold via H&M stores. The Sims 2 is Electronic Arts (EA) best-selling product and one of the most played computer games in the world. It was first launched in 2000 and has sold 85 million copies. The Sims 2 allows players to create and control virtual people and guide them through all of life’s biggest moments. The stuff pack contains new and fun items to enrich the original game. The Sims 2 H&M Fashion Stuff Pack is the fifth stuff pack to be created for The Sims 2.

For more information please contact H&M’s press service: e-mail: telephone: +46 8 796 53 00

Contact EA: For press pictures and background information, please contact Electronic Arts (EA). For more information and contact:

Information regarding Sims 2 H&M Fashion Showcase Runway: ___________________________________________________________________ H & M Hennes & Mauritz AB (H&M) was established in Sweden in 1947. The company’s business concept is to offer fashion and quality at the best price. H&M is quoted on the Stockholm Stock Exchange. Today there are around 1,400 H&M stores in 28 countries. H&M has more than 60,000 employees and achieved sales including VAT in 2006 of SEK 80,081 million. H&M has a wide product range that is divided into a number of different concepts for women, men, teenagers, children and cosmetics. The company’s clothing collections are created by its own designers, pattern makers and buyers. For further information visit