Guest blogger Hang Nguyen, the Register’s retail reporter, reports on fashion meets video games:

Can’t get enough of H&M?

In a savvy marketing ploy announced Tuesday, the trendy Swedish retailer is collaborating with Electronic Arts, the developer of the popular Sims 2 computer game.

The two companies are rolling out Sims 2 H&M Fashion Stuff Pack, available for $20 starting Tuesday at places such as Amazon.com. The stuff pack contains replicas of garments — all inspired by H&M’s summer collection.

So you can dress up your Sims characters in the H&M pieces. Players can design their own H&M store and outfit it with mannequins, clothing racks, cash registers and fitting rooms.

And players can also create outfits for six design themes, such as party time and street wear, in an online virtual runway throughout the summer.

The 12 best entries each week, which the public will vote for online — will be featured in the fashion runway showcase. One garment from this runway show will be produced and sold in H&M stores.

For more information on this fashion show and the stuff pack, go to thesims2fashionrunway .ea.com and www.ea.com.

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