August 10, 2004 - Electronic Arts and Atomic Toys today announced a partnership to create a line of toys based on EA's upcoming The Urbz: Sims in the City. The first line of toys, Miniopolis Urbz, will be based on the Game Boy Advance version of Urbz, and will hit stores simultaneously with the game's release.

"We're excited to be working with Atomic Toys on this new project," said Sinjin Bain, VP and Executive Producer. "Creating a line of collectible characters based on our games has been something we've wanted to do for our fans for some time."

The Urbz moves the world of the Sims into the hip, edgy world of a modern city. Rather than suburban measures of success, your new Urbz will have to gain reputation -- basic coolness points -- to become a mover and shaker in the metropolis. The game is set to hit this November for all major consoles.