EA Hires Former Barbie BossFormed earlier this year, the EA Casual label represents EA’s increasing concentration on the growing pick-up-and-play games market. EA expects Arons experience in toys and other global markets to expand the megapublishers presence.
Arons work history spans across 14 years of global brand management experience at companies including Mattel, where she was in charge of the $1.5 billion Barbie toy business. Incidentally, she was the “mastermind” behind the successful “Barbie & Ken Break-Up” campaign, according to EA.
As marketing head, Arons will work with EA Casual president Kathy Vrabeck in spreading the message and establishing the global marketing strategy for the label. She’ll also concentrate on business development and PR and consumer research.
She also worked at Hallmark and most recently, search engine company InfoSpace.
EAs casual arm includes franchises such as Harry Potter, Boogie, Smarty Pants and EA Playground.