Euro fashion meets with the Sims

Electronic Arts is taking advergaming to another other level by releasing The Sims 2 H&M Fashion Stuff, an expansion pack for the Sims 2 with clothes inspired by H&M. Besides dressing your Sims with ultra trendy clothes you can build your own H&M store boutique and make your Sims walk on a runway. It’s clear that Electronic Arts is double dipping with this by making money from H&M and selling the expansion pack to consumers. But who is getting the better deal with this? Since H&M is relatively unknown outside of the Eastcoast I think H&M is the clear winner. Think of all the exposure they are getting when Sims characters act as virtual runway models for their threads.