New EA Casual vp of marketing

Electronic Arts has announced the hiring of Russell Arons as vp of marketing for the company's EA Casual label.

Arons has 14 years of global brand management experience, at companies such as InfoSpace and Hallmark, and was once in charge of the USD 1.5 billion Barbie toy business for Mattel. She will work with EA Casual president Kathy Vrabeck, formerly of Activision.

The EA Casual label was created earlier this year to develop and publish casual titles for consoles, PCs, handhelds, and mobile phones. It includes franchises such as Harry Potter, Boogie, Smarty Pants, and EA Playground.