New line of Urbz toys announced

Apparently hoping to cash in on the popularity of the Sims franchise, publisher Electronic Arts and toymaker Atomic Toys announced today a partnership to bring a new line of toys to stores. This line will be based on the characters and pets from the upcoming console game The Urbz: Sims in the City, with EA providing the concepts and Atomic producing the actual toys. The launch of the toys is scheduled to coincide with the launch of the game, which will ship for the home consoles and the Game Boy Advance in November.